The simple success story of an alcohol brand
Absolut has passed the test with its long-standing marketing campaign. Sometimes a simple campaign can be superior to a complicated and expensive one. This is not only true for marketing campaigns, but can also be applied to general life. Effective and simple often proves to be the right path to success. Absolut sets a good example here. The history of Absolut The company was founded as early as 1879 by Lars Olsson Smith in Åhus, Sweden. In Åhus, there was a long time a spirits monopoly, which Lars Olsson Smith could defeat with his new brand. He did this by selling his vodka cheaper than the competition. Being different and delivering quality at the same time are rooted in the brand's history. In 1917, the city then took over the alcohol industry and sold Lars Olsson's alcohol throughout the country. In 1979, Absolut finally entered the world market. To gain a foothold there, proper branding was necessary. Because of the simple bottle design, the company needed to make the brand known and sought help from various consultants. With purity as their unique selling point, the brand strove to avoid direct comparisons with competitors. Instead, they focused on the concept of an entirely new experience with the vodka.
Absolut advertisements
Here you can see some exmaples of the Absolut advertising
The first idea
The first idea was presented in 1981. This was about Absolut Perfection, in which the visual and verbal wordplay was wrapped in simple images.
Thus, they knew what to do and created over 1500 variations of the ad in the years that followed.
Possibilities
Absolutely exhausted all the possibilities of creativity. Here, ideas were used to get into seasonal activities. Associating Christmas with the brand resonated with consumers. Getting in touch with the human side of life, like friends and family, opens a door to a relationship between brand and consumer.
Locations
Or you can take part in global events like the World Cup and creatively adapt your ads accordingly. Here you can see the World Cup edition of the Absolut campaign.
Events
Or you can take part in global events like the World Cup and creatively adapt your ads accordingly. Here you can see the World Cup edition of the Absolut campaign.
Geographical
But geographical locations can also be creatively incorporated into Absolut's advertising campaign. This made it more personal for people and where they live. And when a brand appeals to you personally, you are more likely to buy from it. This proves that Absolut uses its tactics wisely.
The result
The campaign ran continuously for 25 years and included more than 1500 individual variations of advertising. In the U.S., sales rose from 10,000 cases in 1980 to 4.5 million cases in 2000, meaning Absolut accounted for more than half of alcohol imports. The company experienced a resurgence in cities around the globe, and it did so by making its bottle the star of the show. This campaign was so successful because it embodied the brand's values and original USP. It was pure.
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