Absolute vodka bottle culture
Vodka was born in Russia in the 14th century, with a typical alcoholicity of 40-55 degrees. It is a low spirit and has a high purity. It is one of the world's top ten wines. Russians eat black caviar and drink vodka, which is the most ethnic food. Therefore, among the people's impression, only Russian-made vodka is authentic vodka. In the U.S. market, even many locally produced vodkas also bear the name of Russia.
When Carillon made a special market survey for import agents from Absolut, which was produced in Sweden in 1879, it concluded: Absolute failure. People think that the brand name is too gimmick and the shape of the bottle is too ugly; the bar guy thinks it is difficult to pour, the bottleneck is too short; this wine has not been affixed with stickers similar to other brands' colorful, fancy stickers; absolute brand transparent clear glass The bottle is placed on the wine cooler, people can see through it at a glance, can't feel its existence, and so on. The conclusion of the final market analysis expert is: to give up this product.
However, Michael Roux, president of Carillon, believes that this product is so different from the image of consumers in the vodka image. Because of this, market research cannot fully understand it. He decided decisively to give up the investigation. What he thinks it needs to do now is to use strong advertising to give brand personality! So, a lasting idea about "absolute" was born.
Carillon appointed the advertisement to TBWA advertising company. TBWA decided to establish the brand's popularity in the 400-year-old Swedish traditional culture embodied in the product, which is in line with the sexy intentions of American sexy women. However, if the brand is to be successful, advertisements cannot follow the trend. They must break through the traditional model of wine advertisements; the quality of the rendering product itself is far from enough, it must create additional value, and it must become an absolute fashionable brand – everyone wants to drink. Image. TBWA's ad production team decided to avoid Sweden and attack the double meaning of “ABSOLUTâ€: the Swedish “absolute†is the brand name, and the English “absolute†is absolute and full. Meaning completely.
At the same time, TBWA believes that for absolute vodka there is no need to tell the story of any product, as it is engraved on the bottle. The uniqueness of the product is accurately reflected by the uniqueness of the advertisement, and placing the bottle in the center naturally attracts customers. But more importantly, the headline wording associated with the visual and the whims of wonders have given the advertising endless charm and mystery.
(1) Absolute product - Close up of wine. For example, the first advertisement produced by TBWA is to add a halo to the bottle. The title below is "absolutely perfect". The second ad, with a pair of wings on the bottle, was titled "Absolutely Heaven." It did not expect that the "New York Times" was on the opposite side of the Chinese version, making people ridiculous.
(2) Absolute items - Distort or modify various items into bottle shapes. For example, the slope of a ski slope, from the top of the mountain to the foot of the mountain, is slid out of a huge bottle-like shape. The title is “absolute mountain topâ€, which means that the quality of wine is superb.
(3) Absolute City - In 1987, Absolute Vodka sold well in California. TBWA made a bottle-shaped swimming pool titled "Absolute Los Angeles" to thank California consumers for their love for this wine. Unexpectedly, many cities in the United States have asked for a close-up advertisement for the city. So there are masterpieces such as "Absolute Seattle" and "Absolute Miami."
(4) Absolute Art - Pop Art Master Andy Warhol took the lead in painting absolute bottles and made advertisements. He created an entirely new image for Absolute Brand overnight. Since then, there have been more than 300 large and small artists who have signed contracts with Carillon importers.
(5) Absolute festivals, absolute astonishing actions - To create a Christmas atmosphere, there are mysteries of absolute advertising in flat cards, or the insertion of a pair of gloves, a silk trouser, or a wafer that continuously celebrates the holiday in four languages.
(6) Absolute taste - In addition to pure vodka with blue as the standard color, the absolute version also has citrus, pepper and other flavors. TBWA resorted to all sorts of tricks, such as twisting an orange peel into a bottle, titled "absolutely attractive." "Always the same but always different." Under a series of "absolute" brand ideas, Absolute Brand Vodka has also succeeded in becoming an "absolute" brand name in the Vodka market.
The success of the Absolute Brand demonstrates "absolute" image and "absolute" charm. In 1992, absolute vodka accounted for 52% of the US vodka imports. The absolute creative success is an absolute classic.
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