Absolut Brand

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. **

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.

For Absolut fans, I strongly recommend this book and its sequel, fittingly named Absolut Sequel.

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.

Absolut Homage

Absolut Piercing

Absolut Broadband

Absolut Grail

Absolut Security

Absolut Time

Absolut Topless

Absolut Voted Off

Absolut Hip Hop

Absolut Iguana

Absolut Marilyn

Absolut Rudolph

Absolut Rex

Revisions Of A Good Idea

Absolut Original

Absolut Pride Rainbow

Absolut Y2K

Absolut Hitchcock

Absolut Revealed

Absolut Kurant

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.

Absolut Seven

Absolut Gluttony

Absolut Greed

Absolut Sloth

Absolut Envy

Absolut Wrath

Absolut Pride

Absolut Lust

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 Exposure

Absolut Image

Absolut Voyeur

Absolut Gets Artsy

Surrender to a peach

Absolut Release

Absolut Release

Absolut Steadman

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

Absolut Ice Cubes

In An Absolut World Product Campaign

Absolut Mango

Absolut Pear

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 – Protest

Absolut – Cab

Absolut – Moon

Absolut - Swimming Pool

Absolut - Protest

Absolut – Moon

Absolut Marilyn, 1996:

Absolut Boston, 1999:

Absolut Recycled, 2002:

Absolut Warhol, 1985:

Absolut Haring, 1986:

Absolut Frabel, 1987:

Absolut Bangkok, 2005:

Absolut Kitsch, 2006:

Absolut Pears, 2007:

Absolut Attraction, 2008:

 

Absolut Mango, 2008:

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Brandmark registration -Saudi Arabia

• What: A trademark is a word, phrase, symbol or design, or a combination of words, phrases, symbols or designs, that identifies and distinguishes the source of the goods of one party from those of others

• Why: To claim of ownership & establish rights based on legitimate use of the mark

• When: Any time we can claim rights in a mark, we may use the “™" (trademark).However, we may use the registration symbol "®" only after actual registration, and not while an application is pending.

• How:

Local registration process

Regional/Worldwide registration process

Will require using the services of Intellectual Property agent/attorney

OVK Let It Ring in Belgium

OVK (Ouders Van Verongelukte Kinderen) is an organisation in Belgium supporting the Parents of Child Road Victims. The organisation partnered with Belgium’s most popular video sharing website GarageTV to raise awareness of the danger associated with using mobile phones while driving. The campaign won three awards at Cannes International Advertising Festival 2009: Promo Gold, Direct Gold and Media Silver.

The Let It Ring experience begins at www.letitring.be, where anyone can send a message in French, Dutch or English to their friends, providing an e-mail address and cell phone number. Their friend receives an e-mail with a link to Crazy Car Crash, what seems to be a typical internet movie. What the friend doesn’t know, is that he/she is playing the main part in it. As the video starts to play the viewer’s cell phone starts ringing. If the person answers, he/she generates an accident in the viral movie.

Campaign: "Let it ring "

Agency: Happiness Brussels

Client: Red Cross

Year: 2009

Brandinavia: Why Nordic Brands Rule

How did this small geographic area in northern Europe, comprised of countries with little political capital, become such a branding powerhouse? The story starts around AD 900, according to the book The Viking Manifesto: The Scandinavian Approach to Business and Blasphemy by Steve Strid and Claes Andreasson (Marshall Cavendish, 2008). The authors point to the Vikings as the admittedly barbaric forerunners of contemporary Vikings: “The Viking is more soft spoken, but alive and well. Without any army to speak of, they still invade with a better idea and a new approach to marketing, advertising, culture and corporate culture.” The book’s premise is interesting: that the Viking philosophy survived and has been updated, resulting in modern business success.

With this concept in mind, it is useful to take a look at modern Scandinavia. Each country has a unique culture, of course, but they are all bound by their Nordic roots and their belief in socialist democracy. Scandinavian countries support their citizens from cradle to grave. A high standard of living, free health care, free higher education and government-supported retraining in the event of job loss are all components of the social system. It comes at a steep price, however: personal tax rates can reach 50 percent or 60 percent. What does this have to do with brands? Since people are essentially taken care of, the countries can focus on commercial issues. Corporate tax rates are low, and Scandinavian governments encourage investment and foster business growth. Scandinavian companies aggressively export their products, and that means they need to compete effectively on the world stage. Having the ability to compete is one thing, but the real question is, can you make something the world wants to buy? Here, Nordic brands have excelled. As a region, Scandinavia has become known as a center of good design. As early as the 1950s, “Scandinavian design” emerged as a defined style. While the term primarily applies to furniture, Scandinavian design represents a larger movement reflected in simplicity and elegance of design along with a focus on affordable functionality. Outstanding design remains a cornerstone of Scandinavian brands today, whether it is the clean cleverness of the Absolut vodka advertising campaign, the brilliant interconnectivity of LEGO pieces or the streamlined beauty of IKEA furniture. Just as important, makers of Scandinavian brands have been exceptionally innovative. The Swedish vodka Absolut entered a marketplace dominated by Russian vodkas, not by creating a superior product, but by introducing breakthrough packaging. Absolut produced upwards of 1,400 individual ads focusing on the clear bottle itself in a campaign that won more than 350 awards worldwide, catapulting the vodka to its position as the third largest premium spirit in the world. The Finnish company Nokia, which resulted from the merger of a rubber and cable company in 1967, created the first car phones in 1982, designed to run on the world’s first international cellular network, Nordic Mobile Telephone. By 1998, Nokia was the world leader in mobile phones. Nokia was ranked fifth in the 2008 Best Global Brands list. Pharmaceutical company Novo Nordisk, created through a 1989 merger of two Danish companies, is a relatively small, niche-focused company on the world stage. But the company, known for its social and environmental responsibility, created the world’s first insulin preparation identical to human insulin and now does business in 80 countries worldwide. The Norwegian cheese brand Jarlsberg began modern production in 1956, based on a recipe from 1830. This distinctively flavored, medium-fat cheese with holes has become a major export success story. Jarlsberg is now exported to Australia, Canada, the EU and the United States, where it has become the number-one brand of specialty cheese. Arguably, the most prolific producer of word-class Nordic brands is Sweden. Swedish brands include Absolut, Astra (which merged to become AstraZeneca), Brio, Ericsson, H&M, IKEA, Saab, Scania and Volvo. And let’s not forget the renowned band brand ABBA, recently rejuvenated by the hit movie Mama Mia! One reason there are so many well-known Swedish brands is that Sweden is simply more aggressive than its Nordic brethren, according to Nicholas Ind, author of the book Living the Brand (Third Edition, Kogan Page, 2007). In a 2002 article comparing Norwegian and Swedish brands, Ind says, “…as soon as they have a good business base within Sweden they look to capitalize on the growing power of their brands. In many cases this is surprising, because internationally there have been no historic associations with Swedish vodka or clothing. Rather these brands, often in their own idiosyncratic way, have established markets that no one knew existed.”
	But don’t count out the other Scandinavian countries. “In Finland, we love brands,” says Alexander Stubb, a member of the European Parliament, in a December 2007 interview withBlue Wings magazine. He says Finnish brands, regardless of industry, have three things in common: “They are good products. They have an interesting story to tell. They know how to market their products.” Stubb sees “a bright international future for many Finnish brands” because traditional brands such as Marimekko “are in the middle of a generational shift in their management. The 30- and 40-somethings have been brought up in an open, international market. They have studied and worked abroad before taking over major companies in Finland.” Scandinavian brands occasionally compete with one another on the world stage, but it seems as if their common heritage and close geographic proximity keep these countries well-grounded and cooperative. After World War II, for example, the national airlines of Denmark, Norway and Sweden agreed to form a uniquely regional carrier called Scandinavian Airlines, which later became SAS. While SAS was for decades a major international carrier, it has had its share of economic troubles in recent years. Still, it remains the largest airline and travel group in the Nordic countries and owns four airlines. Scandinavia itself has not been unaffected by the world’s economic ills either. In fact, while the United States has dominated headlines, Iceland had its own version of a banking meltdown recently. The other four Nordic countries came to their brethren’s aid with a US$ 2.5 billion loan, which was added to a US$ 2 billion loan from the International Monetary Fund. Iceland got some much-needed relief. It is apparent that even in the face of a catastrophic crisis, Vikings stick together.

Remy Martin:::"Things are getting interesting"

Rémy Martin was outspent by its top competitors in terms of adspend, and in the autumn of 2008 embarked on an innovative and inventive out-of-home campaign as part of its "Things are getting interesting" campaign to increase its share of voice in the liquor category.

The brand launched an interactive out-of-home campaign to generate buzz and drive potential Rémy consumers to retail locations. The OOH strategy included a three-tier approach beginning in September 2008 via 20 media channels in five US markets. The brand wanted to create a buzz about the brand, with references made to illegal drinking dens of the 1920s.

The first phase included traditional OOH formats to create impact and build reach via highly trafficked areas with wallscapes (large posters on sides of buildings), bulletins, branded trains and station dominations.

The second phase used formats to engage consumers and encourage purchasing via street level adhesive posters, graffiti murals, 3-Dstreet graphics and graffiti gates. Experiential media included night time projections and aninteractive 3-D window equipped with a virtual bouncer, making it look like an exclusive night-spot. Digital underground tunnel projections featured a 15 second spot providing passengers with a glimpse into the ‘Speakeasy scene’ as their train moved through the tunnel.

The final phase was designed to drive traffic to retail locations through street furniture within a five block radius of key liquor stores and bars.

Research conducted post campaign found that the out-of-home media had a direct influence on top of mind awareness. 50% of white and 62% of African American consumers recalled seeing the ads. 65% of all respondents recalled specific formats. 68% of all respondents agreed they were more likely to drink Remy Martin after seeing the advertising.

BRAND:Remy Martin

BRAND OWNER:Remy Cointreau

CATEGORY:Drinks (alcoholic)

REGION:USA

DATE:Sep 2008 - Nov 2008

AGENCY:La Comunidad

MEDIA CHANNEL

MyToys.de:::Three dimensional QR codes

MyToys.de is one of Germany’s largest online toy stores. It wanted to promote Lego, one of the company’s leading products and drive people online to the Lego section of the website.

MyToys.de created an interactive outdoor campaign that incorporated the playful elements of Lego. The campaign created three dimensional QR Codes using real Lego bricks. Passers by could take a picture of the QR code with their mobile phone which would be decoded into a message revealing a suggested imaginative constructions that could be built with the Lego bricks that made up the code. There was also a link to the MyToys.de site with an option to buy the corresponding brick set.

Some 49% of all online visitors to the Lego section of MyToys were achieved through the campaign, with the Lego brick boxes outselling the non-advertisers Lego by 100%.

BRAND:MyToys.de

BRAND OWNER :MyToys.de

CATEGORY:Retail

REGION:Germany

DATE:2009

Agency:Lukas Lindemann Rosinski

MEDIA CHANNEL