July
Cheers to an “ABSOLUT World”
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Wouldn’t it be nice to wake up to a world where riots are conducted in pillow fights instead of blood and guns, where lying politicians are exposed by their Pinocchio noses, and where nice Manhattan apartments cost $300/month? Well when you have an ABSOLUT martini in hand, that world is within your grasp. ABSOLUT Vodka’s new “In an ABSOLUT World” campaign is challenging consumers to re-evaluate the status quo by presenting a very bold and optimistic worldview that embraces humor and social awareness. Why can’t we settle arguments with feather pillows?
Pillow fights…
Components of the Campaign:
1. Print executions
2. Broadcast spots
3. Out-of-Home Public Relations: New York, Los Angeles, San Francisco, Miami, Las Vegas and Chicago
4. On-Premise promotions
5. Viral activity: On May 14, ABSOLUT began a week of guerrilla activities in New York that made the city an “ABSOLUT World” for one week. Consumer activities included rickshaw rides in Soho and the Meatpacking District, music downloads in Union Square, Metro Card giveaways and VIP treatment at select downtown restaurants and clubs, all compliments of ABSOLUT
6. Interactive experience at www.ABSOLUT.com
7. Roll-out strategy: 12 International markets, niche market consumers (minorities and LGBT)
8. $33-$35M budget
Objective: To use all the communication opportunities of the 21st century to bring alive the ideals of the “ABSOLUT World”, and continue to attract consumers to the ABSOLUT brand.
Target audience: Urbanites ages 25-34
Unlike ads that tell consumers what to think through a top-down marketing approach, ABSOLUT’s new campaign simply offers a fresh perspective on the world and engages the audience to interpret its meaning. “The new campaign visually answers the question: what if everything in the world was a little bit more Absolut? It’s not necessarily about perfection, but about making the world better by seeing it with fresh eyes,” said Rob Smiley, Creative Director at TBWA/Chiat/Day/New York. The objective is to encourage a dialogue between customers and the ABSOLUT brand.
The market for premium vodka is competitive. ABSOLUT really took off in 1985 when the brand had few competitors and convinced pop artist Andy Warhol to paint the bottle, launching the brand’s ongoing collaboration with top artists and fashion designers like John Galliano, Gianni Versace, and Tom Ford. But in 1998, the launch of the “Super Premium” French vodka Grey Goose - and the ensuing crop of pricey copycats such as Ketel One and Belvedere - has changed the game and nipped away at ABSOLUT’s market share. Even Donald Trump has his own line of Super Premium vodka! As competitors encroach on its market share, V&S is looking to places like Mexico (as noted by one of the images above), Brazil and China - where a growing middle class is emerging - to fuel growth. ABSOLUT is also marketing to minorities and continuing its support of the LGBT community. So despite the intense competition, ABSOLUT rests as the top-selling imported vodka in the U.S., where 60% of the world’s vodka is consumed, and its success can be accredited in part to advertising. Companies that advertise during and after recessions usually grow at the expense of competitors who have reduced their ad budgets.
The moon as a giant disco ball…
Although vodka has nothing to do with how one views life, the “ABSOLUT World” campaign has a strong message that leaves something to the audience’s imagination. This campaign, therefore, sets ABSOLUT apart from its competitors who market their brands with a top-down approach, where advertising is telling people what to think and do, and not really allowing them to make up their own minds about the ads meanings. This really demonstrates the competitors’ inabilities to shift consumer perceptions and behaviors. See Ketel One’s ad below:
Case in point
Consumers are bombarded by ads all the time, and we have evolved to the point where we can recognize commercials that concern or interest us and grant them at least a few seconds of attention. But even at that point, ads often fail to make the necessary connections to engage with us because the message didn’t align with our motivations and desires as consumers. I noticed ABSOLUT’s print ad as I was reading TIME Magazine because the images really caught my attention, and for a second, I thought it was the preface to an article about the social ideals of some journalist. I realized it was an ad for vodka when I saw the copy and the ABSOLUT bottle to the right of the images. But because I was already intrigued by the alluring images, I continued to engage with the ad by reading the copy - which was almost poetic - that was in black type against a solid white background (below):
In an Absolut World
We question everything.
We challenge assumptions
and defy conventions.
Because that’s the first step in making things better.
In an Absolut World
Reality is only a starting point.
The last stop before imagination takes over
And we create a new world
As ideal and inspired as our vodka.
In an Absolut World
It’s not about right or wrong
Only what if and why not?
We never claim the last word.
We only begin the conversation.
In an Absolut World
Justice is always poetic.
Optimism is our point of view.
Wit and style are the means to an end.
And everything is as carefully crafted
As what we put in our bottles.
In an Absolut World
I didn’t think the copy was necessary, and I would’ve been satisfied with simply just, “In an ABSOLUT World, we ask ‘What if?’ and ‘Why not?’”. I understood the message, but it was as if the Creative Director really wanted to drive it into our minds in case the audience couldn’t interpret the message from the images. And I would’ve preferred the copy to be set in reverse print (black background and white print), and set next to brighter images to create more contrast. Regardless, this ad married a phenomenal creative execution with the ability to engage readers in a dialogue with the brand. Although there really isn’t an identifiable call-to-action with this campaign aside from just reinforcing the ABSOLUT brand, the campaign definitely challenges us to act on our optimism and to express our own visions of the world. And even if your worldview isn’t as optimistic, maybe they will be after a couple rounds of shots.
Swim away your fat…
In an ABSOLUT World, anyone can be Kanye West…
Does this campaign inspire you to choose ABSOLUT over other brands of vodka?
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I’ve always enjoyed Absolut advertising because of its openness to creative expression. Whereas you can notice some advertisers use art as a marketing technique (looking cool for cool’s sake), Absolut really shows an effort to really infuse art into its brand.
Take Absolut’s LOMO site for example. Absolut created a site celebrating lomography and embraced people’s need for expression. I found myself wanting to learn more about lomography and even was tempted to buy a lomo camera.
Advertising wants us to think of a brand or product differently, and Absolut wants us to associate that idea with our potential to think about a WORLD differently.
Would I drink Absolut? Nope. I would choose (in this order)
Hanger One
Grey Goose
Effen
Kettle One
Absolut
A few more whatever vodkas….then Skyy. Ew.
If those are none of my options, I go for gin! It’s the quality of the vodka itself I care most about. No need for bad hangovers due to poorly distilled vodka.
Quality in image and what is associated? I would enjoy Absolut the most.
Thumbs up on the creative!
Just found a new campaign released in Germany:
http://www.adverblog.com/archives/003516.htm
Funky way to incorporate the bottle into the video.
Agreeing with Gary on this one…
The ads are different, provocative, even inspiring. They make me take notice, but they can’t make me want to drink Absolut vodka. I’ve tried it and I don’t like it.
As a brand ambassador though, the campaign has allowed Absolut to pass through my “spam filter” even after several Absolutly unfortunate experiences. I may pay more attention to its new products in the future, and that’s remarkable.
I think companies have used their name to pun, foreshadow, extend irony and more their objective is simple to sell more X. I think Absolut has the right idea because usually these ads are typically “you will look good drinking our shizz” or “people want to be you because you’re drinking this shizz.” I find these ads stir conversation and in turn increase brand awareness. I’m sure this was their intent but the fact it’s working is a testament to their agency. I would like to see more of these witty ads rather than the former boring drink our shizz. Unfortunately, not all agencies may have the capacity to deliver on such creative wit.
I guess I haven’t been watching TV or reading magazines much unless their about fitness… but anyways, all these ads and commercials that Janene posted are all new to me!
I love ABSOLUT’s messaging! My commercial that I literally laughed out loud was the swimming one. Where the “bigger” guy dives into the pool and gets out and he’s a slim guy! In an ABSOLUT world, things would be perfect just like that and gyms would lose money! hahaha
The print ad that I like is the Man Mail Order… assembly required! hahaha where can i get one of those?! I also liked the Pregnant Husband one as well!
I CRAVE ABSOLUT and the world that comes along with it
For some reason, I’m beginning to think that Absolut’s print material are more captivating and powerful than their TV spots. Although mediums like TV and online ad units can be more diverse, interactive, and contain more information, print ads pack the most punch.
Print ad budget may be changing what with everyone being more Internet focused, but print ads need to be PERFECT in order to gain attention. A picture is worth a 1000 words, right? I may be becoming retro, senile, or I may just have focused on print more, but I think print is still relevant.
Absolut’s print ads are consistently formatted so I can always spot one wherever. When I’m reading a magazine, I pay more attention to the ads. In TV watching mode, I’m just simply waiting for the show to come back. Might get lucky and see a cool ad. Those occasions are usually reserved for a little pigskin time in February.
I still gloss over print ads as easily as I switch channels when commercials interrupt my favorite shows. Regardless of the medium, ads still need to do something to catch at least a few seconds of our attention, which is enough time for us to decide whether to pay more attention to it or not. And like everyone else is saying here, these Absolut ads are provocative and inspirational. Had the agency gone with a more traditional message like Rich’s “you will look good drinking our shizz”, I wouldn’t have taken notice. Even though the campaign has nothing to do with vodka, it makes us associate a different perspective with the brand, and therefore, think of the brand as being different from other vodka brands. Great messaging, and I might just ask for Absolut next time I feel like a cocktail from the well.
“Does this campaign inspire you to choose ABSOLUT over other brands of vodka?”
That was the question I was asking myself while reading this entire post, watching all the videos, and looking at all the ads. And at the end the answer was still, “I don’t think so”. Which is weird to me because I actually really like all of them. I think they are original and make you think. I like ads like that.
If I was out either buying vodka for a party or buying some one a drink I think I would still get something like Kettle One. I think the reason is that at some point in time Kettle One became a better vodka in my mind and if I’m going to be buying for others I want to get something a little better quality. Is Kettle One a better vodka? I really don’t know. I’m no vodka connoisseur. But something happened to make me think that and I can’t help to think that marketing on Kettle One’s side had something to do with it. By either influencing me directly or influencing someone else who influenced me.
How do you change someone’s perspective like mine, who is not a regular vodka drinker? Because with all the choices of liquor out there, I’m sure there are less people who are regular vodka drinkers than not. While I like the ads, it isn’t changing my choice the one time every other month that I buy vodka.
From Janene’s comment, “associate” is the keyword. It’s the master word. It’s the “ABSOLUT” word. (Can’t stop, won’t stop using the puns!) Association of a feeling and message with a inanimate object is what we all do. We make meaning out of nothing to create worth and gratification. It really does matter. Gas is nothing but something that makes our car go, but we associate Chevron, 76, and words like “premium”, “super”, and “damned expensive”. We think Costco as “cheap, but it gets me from point A to B”. Vodka is something that can taste good or bad with our cranberry or energy drink (who expected me to say RedBull?), but we have made the type of vodka we drink into a symbol of ourselves and where we are in life. Smirnoff for me was freshman year in college. Kettle One gives me courage in the nightclub. Hanger One is for the classy drink I attempt to make at home to express a date.
“Association” is everything.
Hey Fast Eddy,
Sometime in your past, Kettle One made an impression on you, either through their marketing efforts, or a friend convinced you of it’s superiority, or you had a positive experience associated with that brand. It is certainly difficult to change one’s established brand perceptions, and the objective of Absolut’s new campaign is to inspire consumers to reconsider their brand. This message is only really effective towards those who don’t have a vodka preference, unlike yourself. So although you’ll still choose Kettle One the next time you’re in the grocery store shopping for your next party, Absolut is hoping that you’ll remember their brand in the event Kettle One isn’t available as an option.