Ad-aholics Anonymous :)

Say what you REALLY feel about the latest ad you just saw..

Wednesday, October 26, 2005

Absolut Advertising

Hey everyone! Welcome back- today I want to talk about something that really entertains me- the advertisements of ABSOLUT, which we all know is a very popular brand of vodka, and if you did not know that- then please stop reading.
Absolut Vodka is a premium vodka and the third largest international spirits brand in the world. It was first introduced to the U.S in 1979 and their advertising campaign has been the same for almost 25 years. With over 1,000 ads, they are continually evolving their campaign and are working to make new ads. You can check out their website to learn more about them if you want by goign to www.absolut.com, however you must be 21 to enter the site. In 1999, Advertising Age, a popular advertising magazine, listed the Absolut advertising campaign among the top 10 best advertising campaigns of the 20th century.

Absolut Vodka created a new type of advertising that tested the boundaries between alcohol, advertising and art. All the ads have the same theme; which is an outline of the Absolut bottle and a two or three word caption after the word Absolut to say something about the product or its target audience. The first ad done by them was "Absolut Perfection" which appeared in 1980.

I am not sure quite what it is that fascinates me by Absolut Ads. To pick one of my favorite Absolut ads, would be like asking me to pick which child I liked best (if I had kids). But you know what I mean- anyway if I had to -two of my favorite ads are Absolut Peak, and Absolut New York. These ads have done what every company aspires and that is to build brand recognition. Everyone knows as soon as they see something in the outline of a bottle, it its more than likely an Absolut ad. I also love the Absolut Stirring ad which came out around Christmas. I think it is not only funny, but clever as well. The mouse hole is in the shape of the bottle, hence the ad absolute "stirring." Kendo had mentioned in one of her comments that she and her friend used to collect these advertisements when they were younger and so did I- as a matter of fact I still have the Absolut Brooklyn ad hanging in my room because it is one of my all time favorite Ads, and so geniously made out of the Brooklyn Bridge. By having even young kids collect these ads because they like the pictures, they are gathering a young audience that will one day be able to drink this vodka. The Absolut Peak ad appealed to me because I am a skiier, and thought it was awesome how they layed out the trails and the trees to create the bottle image. Most of the ads on this page you can find at www.absolutad.com , however if you do not feel like looking and want to see one of your favorite ads, then leave me a comment and I will try to post that ad for you. Are there any other ads that you can think of that have crafted such a strong brand image for their company in such a unique way as Absolut?

14 Comments:

  • At Mon Oct 31, 03:14:00 PM, Blogger popovich said…

    I agree that Absolut does a great job of advertising and sticking in people's minds. I think that any company that can get people to provide free advertising by wearing the brand name on their clothing is a big success. People are always wearing clothes with the Absolut name and even some of the different popular advertisements plastered on them.

    Another brand that has had a huge success imprinting lasting impressions on consumers is the got milk campaign. I know I used to have an entire wall in my bedroom covered in milk ads. I think it is the combination of lasting pictures and the limited amount of ad print that makes both of these ad campaigns very successful!

     
  • At Mon Oct 31, 05:12:00 PM, Blogger nicole said…

    I agree with you that the Absolut advertisements are done very well. Do you know if they do their advertising in-house or do they have an agency create all of their advertisements. I think the most impressive thing about Absolut is that you do not see many television or radio commercials about this vodka, but by mainly a print advertisement campaign have become the third largest international spirits brand in the world, according to you. One question though is how do they know if you are 21 or not? I mean anyone can do the math to know what year to put in date of birth. I suppose they have to put that in for legal purposes anyway. I like that their first campaign was Absolut Perfection, that is something bold to come out to and makes people wonder about their product. I think my favorite one, as I believe I have posted before, is the absolut beauty one, with all of the cucumber slices around the bottle. Now, the ever popular Absolut Senior Week or something like that during senior day/week in high school are worn by thousands of students (Yes I have one still), which is also a great advertisement for Absolut.

     
  • At Mon Oct 31, 09:03:00 PM, Blogger Eric Corson said…

    Jo,
    What is vodka and why do they refer to it as a "spirit"? Seriously though, Absolut does have a unique way they go about their advertising, and I think that is why they separate themselves from their competition. I feel like they have the ability to incorporate almost anything into their advertisements: seasons, holidays, flavors, places, art, etc; while still displaying the famous outline of the bottle. I took your advice and visited the Absolut Ad website to search for my favorite ad; however I was unable to pick just one. I was also unable to even come close to looking through them all. What made you think to do a post on Absolut's Advertising? Overall, I think this was a great post and I actually think I may spend some more time on the website looking at some funny ads.

     
  • At Tue Nov 01, 08:39:00 PM, Blogger Jenna B. said…

    Absolut definitely does a great job advertising. I mean, before I started drinking alcoholic beverages, I knew the Absolut name because their advertisements are so effective. They are so powerful because they use the image of their product and place it in situations where you normally would not expect to see it. The company creates unexpectedness, which in their case is a powerful marketing tool that creates interest and curiosity in consumers. Using just their brand name in advertisements and something unrelated to their company instead of the word “vodka” I think is a great tool as well. It shows the consumer that you can drink their product in many situations, so they consumer may be more likely to consider their product when choosing a vodka.

     
  • At Wed Nov 02, 01:25:00 PM, Blogger k_ricker06 said…

    Everytime I see an Absolut ad, I wonder how many shots their advertising department must have taken to think up their newest creation. Although the ads are quite simplistic, the individuals that come up with these ads are some of the most creative ones I've seen. Absolut New York is great. I guess they used a computer based image to get the taxis in that order (otherwise that would be pretty awesome). Clicking on the absolut ad link in your post allows you to scroll through every single ad they have created over the years. If the advertising department used profanity they could easily make more ads, but it's nice that they keep most ads clean.
    Eric did bring up a good point, why is vodka considerd a "spirit?"

     
  • At Wed Nov 02, 05:27:00 PM, Blogger kendro said…

    Like i said before, i LOVE these ads. I agree in that it is one of hte best advertising campaigns ever done. And its so good, that it has been the same for 25 years. Now that is a good campaign. (I wonder how much money whoever came up with that idea is making- probably tons). I worked in an advertising agency over winter, and the CEO was like, "you come up with one great blockbuster idea, you are set in the life of advertising." He continued with, "you can ask for massive amounts of money, and work wherever you want!" That sounds like a good way to go to me! ha.

    I always like the "Absolut Citrus" ads or the one that was like absolut peel or something. It's such a good campaign because even though it is advertising alcohol. It doesn't necessarily have to mean that. There is so much to the pictures and can attract so many different types of people. I'm getting sick of the ads with just guys and pretty girls. This type of advertising is more real to me.

     
  • At Wed Nov 09, 06:05:00 PM, Blogger Kristin said…

    Absolut ads are so much fun! I believe all ads involve art, and Absolut ads are definitely artful if people are collecting them. They have been really lucky that they can just put a picture of their product out there, and just do different things to it and make it so recognizable. They also do the same thing in their TV advertisement. They just place the bottle there and do crazy stuff to it.The only other ad that I can think of that has a strong brand image is the Energizer Bunny. I guess you really don’t see those ads anymore, but if you would see a picture of that bunny, you would definitely know what its from.

     
  • At Wed Nov 16, 12:26:00 AM, Blogger Mike LaShomb said…

    I would just like to point out for the record that I blame all the advertising for alcohol products for being the reason why I drink so much and the decline in my GPA. Seriously I have always liked the ads that Absolut have put out, they are very creative. For this reason I pay attention to the ads more closely and I look forward to the new ads they come out with. Yeah, the fact that people have posters of Absolut Vodka ads is great for them and a sign that they have hit on an effective advertising campaign.

     
  • At Wed Nov 16, 01:38:00 PM, Blogger Patrick said…

    You know, we talked about absolute ads in our advertising class on day. And I took note that I had never paid much attention to absolute ads. It was very interesting to learn that they have used the same ad strategy for the past twenty-five years. I would have never guessed. I mean I have seen a few of the ads... I guess its just because I don’t really like vodka. On another note I don’t think that Absolute should be marketing to kids. Even if it’s for art. Getting children in to alcohol is bad news whichever way you look at it.

     
  • At Sat Nov 19, 02:02:00 PM, Blogger ckrause said…

    Absolut ads are awesome. They really are kind of like art. It is probably just me, but it took me a minute to understand the Christmas ad. BUT, once I understood it, I really thought it was funny. Does absolute do any other type of advertising besides print ads? Come to think of it, I don't think that I have seen an absolut ad in a magazine in a while. I know some people that used to collect the absolut ads as well.

    Speaking of absolut, for all of you who are 21, Shaggy's has three dollar absolut drinks all the time. It is a pretty good deal because absolut is good vodka. ENJOY!

     
  • At Wed Nov 23, 02:09:00 PM, Blogger Jonathan Dowens said…

    I could definately see myself working for the advertising department of Absolut. The ad's they come up with are some of the most consistently clever advertisiments you will see in print. Some may argue that they haven't changed their ad campaign in years, but in my opinion, if the shoe fits, wear it.

    One of my favorite Absolut ad's is their tribute to New Jersey. In this ad, you see a diner all lit up at night with "Absolut Jersey" written on the bottom. Being a pround New Jerseyian, I have looked far and wide to try and find a reprint of this advertisement in poster format so that I could put it on my wall.

     
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  • At Thu Jun 10, 09:37:00 AM, Blogger Julian said…

  • At Thu Dec 22, 01:31:00 AM, Blogger raj mangal said…

    I suppose they have to put that in for legal purposes anyway. I like that their first campaign was Absolut Perfection, that is something bold to come out to and makes people wonder about their product. Electronics for sale ads

     

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