There is a lot
of talk about
BRANDING
these days
on the web.
I am not a
branding expert by any
means, but I know a good branding
campaign when I see one. One of the most
successful, most iconic AD campaigns in modern
history was done by Absolut Vodka. The campaign
transcended the reach of advertising, became part of
modern pop culture. To me, it was a showcase of art,
creativity and humanness at its finest. The 1500 or so
ADs made Absolut Vodka the most recognizable brand.
** “The Bottle Campaign” was way ahead of its time. **
of talk about
BRANDING
these days
on the web.
I am not a
branding expert by any
means, but I know a good branding
campaign when I see one. One of the most
successful, most iconic AD campaigns in modern
history was done by Absolut Vodka. The campaign
transcended the reach of advertising, became part of
modern pop culture. To me, it was a showcase of art,
creativity and humanness at its finest. The 1500 or so
ADs made Absolut Vodka the most recognizable brand.
** “The Bottle Campaign” was way ahead of its time. **
ABSOLUT BOOK
“Absolut advertising is celebrated not just for its longevity but also for its ingenuity. Readers tear out the ads and hang them on their walls. Librarians have to guard their magazines from being de-Absoluted. College student actually collect and trade ads. A SoHo antique shop hawks copies of ABSOLUT WONDERLAND, while a Madison Avenue newsstand carefully razors the Absolut pages from its stock and sells them for a few dollars apiece (naturally, selling the magazines as well). What’s going on here?
Readers enjoy a relationship with this advertising that they have with few other advertising campaigns, especially in the print media. They are challenged, entertained, tickled, inspired, and maybe even befuddled as they try to figure out what’s happening inside an Absolut ad.”
-Richard W. Lewis, Absolut Book
I remember buying a magazine just for the Absolut Ad when I was younger. There’s a particular quality about the Absolut Ads that fascinated me. They were loud and subtle; worldly and intimate; retro and futuristic; aloof and sincere, abstract and explicit. Sometimes it seemed as if the whole campaign was a great art collection disguised as liquor Ads.
The Absolut campaign began in 1981, by TBWA. At the time, Absolut was selling 20,000 cases annually in the U.S., by 1995, the sales were over 3 million cases.
I recently bought my second copy of “Absolut Book.” The first copy I bought in the 90s got lost after a few moves. This time around, I’m actually taking the time to read the stories behind the campaign, rather than being lost in the art.
The book is written by Richard W Lewis, the TBWA account manager who oversaw the brand’s campaign. He gives great insights on the beginning of the Swiss Vodka maker, long before the popular phrase “Absolut ____” started. He also gives behind the scene details on each mini series.
ABSOLUT OBJECTS
ABSOLUT CITIES
ABSOLUT ART
ABSOLUT FASHION
ABSOLUT THEME ART
ABSOLUT FLAVORS
ABSOLUT EUROCITIES
ABSOLUT FILM & LITERATURE
ABSOLUT TAILOR-MADE
The “Bottle Campaign” has long ended. It effectively served the purpose of establishing the brand. Now Absolut Vodka has moved on to other Ad campaigns such as “In an Absolut World.
ABSOLUT SEQUEL
The ABSOLUT advertising story continues ...It’s been named one of the 10 best campaigns of the 20th century by America’s Advertising Age Magazine.
The iconic images of the ABSOLUT bottle - painted, deconstructed, reconstructed, dressed, undressed, decorated and transformed - have been created by some of the best-known and respected visual artists, wordsmiths and designers.
“The creative connections that the adverts in ABSOLUT SEQUEL portray are truly unique and sometimes surprising, from collaborations with rock stars to architects. Almost 10 years on from the launch of ABSOLUT BOOK, it is a timely follow-up on how the ABSOLUT brand’s iconic imagery has developed over this period and its continued advertising success,” says Michael Persson, Brand Director for ABSOLUT VODKA at V&S Absolut Spirits in Stockholm.
It’s this success that inspires Lewis: “Why are ABSOLUT ads so memorable? Why do collectors crave them? Why are famous artists and writers enthusiastic about creating them? The concept is easy and the execution brilliant. First, two simple words – and the first is always the same – second, a single stunning, image that complements the headline. Like a couple in love. It proves that advertising doesn’t have to be complicated; rather, advertising can and should respect people for their wit and intelligence. The most impressive, impfactful ads are often the simplest. This
knowledge is key to the ABSOLUT brand’s success.”
Absolut Vodka is one of the most recognizable and innovative brands in the world. Driven by their trademark Absolut ad publications. Absolut Vodka has taken a simple product, and created hundreds of different advertisements. Absolut has stayed ahead of the game with their unique ideas, and consistency within the brand. In this post, we will explore the consistent elements, the unique differences, and several different ad campaigns. Using their product as the star of the show, Absolut has created clever ad campaigns by using simple ideas, and great placement to build a fantastic brand.
Creating A Brand
We all recognize the advertisement when we see it, not just the logo but it’s full page of glory. Most companies put all their hard work into creating a recognizable logo and brand. Take Nike and McDonald’s for example, their logos are recognized world wide.
Absolut took a different approach to creating their brand. They didn’t just pour millions of dollars into the design of the logo, instead they focused on creating a recognizable brand for their product. Because of their their strong branding consumers worldwide recognize their logo, their product, and their ad campaigns. Seeing any of the design elements that are carried through the brand, we automatically know that we are looking at an Absolut ad.
Revisions Of A Good Idea
Absolut Collections
From time to time, Absolut creates a collection or family of ads. These ads are usually found in the same publication, or found in a series of publications that relate to each other.
The Absolut Sin Collection is based on the seven sins; Absolut Seven, Absolut Gluttony, Absolut Greed, Absolut Sloth, Absolut Envy, Absolut Wrath, Absolut Pride, and Absolut Lust. Introduced in Australia, Summer 2001, the collection sticks together with consistent elements and layout. The traditional dark silhouette background, and the beautiful, clear, bottled product.
Getting Creative With a Trademark
To keep the brand alive and fresh, Absolut Vodka has created some advertisements that don’t fit the standard brand. Absolut got creative with different respected musicians and artists. Not only this but used simple ideas and just placed their trademark vodka bottle in a very clever placement.
Absolut Gets Artsy
Stepping Away From the Brand
Good brands know when and how to take risks, and how to deliver time after time. How does a brand stay so strong by just working with a simple vodka bottle? Well Absolut has strayed away from the usual Absolut Bottle Spotlight ads from time to time. In An Absolut World is an ad campaign that stands alone, has no elements from their standard ad campaign, except for the font choice and product. These ads are much more creative and there is more of a story to be told with these ads.
Absolut Factory
Absolut Perfect
Absolut Pregnant
Absolut Goat
In An Absolut World Product Campaign
Further Resources
- Absolut Vodka
The official website of Absolut Vodka. - Absolut Ad
Website devoted to collecting, purchasing and researching Absolut ads. - Absolut Unknown
Website devoted to Absolut Advertisements. - Ads of the World
Popular website featuring ads around the world.
Absolut – Swim
Absolut – Moon
Absolut - Swimming Pool
Absolut - Protest
Absolut – Moon
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