A marketing trick that subverts tradition
Absolut Vodka really took off in the late 1970s. At that time, the brand decided to enter the US market. However, American consumers are not buying it. In people's minds, vodka has a natural connection with Russia, and this brand from Sweden seems out of place. Worse still, consumers thought the Absolut bottle was ugly and had a neck that was too short to pour.
Faced with these factors, Absolut Vodka's U.S. agent, Carillon Importers Ltd., decided to take a different approach. They found the advertising agency TBWA and started an unprecedented creative revolution.
The TBWA team came up with a bold idea: to center all the ads around the Absolut Vodka bottle. They believe that advertising should reflect the timelessness of a product while also showcasing its avant-garde style, and should not be associated with any particular lifestyle. In 1980, the first "Absolut Perfection" advertisement was released. A simple clear wine bottle with a halo on it. This simple and powerful image immediately caused a sensation and became the beginning of thousands of Absolut Vodka advertisements in the future.
Subsequently, Absolut Vodka launched a series of highly creative advertisements. For example, in the "Absolut L.A." ad, a swimming pool is cleverly designed in the shape of an Absolut Vodka bottle. The "Absolut Manhattan" ad turns the shape of New York's Central Park into the outline of a wine bottle. These ads not only showcased the products, but also became a cultural phenomenon.
This innovative advertising strategy is very effective. From 1980 to 2000, Absolut Vodka sales in the United States surged from just 20,000 cases to 4,500,000 cases. It became the best-selling imported spirits brand in the US market, with its market share growing from negligible to a staggering 60%.
"Art"
Absolut Vodka's success is not only due to its excellent product quality and innovative marketing strategies. What is even more commendable is that it has successfully integrated art into the brand's genes.
In 1985, pop art master Andy Warhol created an advertisement for Absolut Vodka. This work transforms an ordinary wine bottle into a work of art, creating a precedent for the combination of brand and art. Warhol once said: "I love this perfect bottle, I love its texture... I want to do something with it..."
Since then, Absolut Vodka has become a source of inspiration for artists. From Keith Haring to Damien Hirst, many well-known artists have created works for Absolut Vodka. By the mid-2000s, more than 600 contemporary artists had created works based on Absolut Vodka.
Not only visual arts, Absolut Vodka is also involved in the fashion world. The brand has collaborated with top designers such as Tom Ford, Gianni Versace and Stella McCartney to launch limited edition products. The bottle handbag designed by Gianni Versace for Absolut Vodka was once popular all over the world.
Through these cross-border collaborations, Absolut Vodka has successfully established itself as a cultural symbol, far beyond the simple positioning of a liquor brand.
"Fashion"
In 1988, Absolut Vodka entered the fashion world with the extraordinary Absolut cameron advertisement. Since then, many world-famous designers have designed works for the "Absolut Fashion" series, including Gianni Versace, Tom Ford, Helmut Lang, Stela Mccartney, Jean Paul Gaultie, etc., all of whom have created absolutely fashionable classics.
