Archive for the ‘Absolut News’ Category
Absolut.com will relaunch globally on Jan. 16. The new domain will build an online “community,” offer more interactive content and make it easier to search for recipes. Great Works, Stockholm, is handling the site redesign.
Absolut, the vodka whose bottle-icon campaign was one of the most high-profile campaigns ever, is about to radically alter its marketing strategy away from print to the Internet.The move is a significant shift for a marketer whose print advertising crossed the barrier from mere liquor promotion into the lexicon of pop culture. The new direction was forced by consumers’ changing tastes in media as well as fierce competition in the vodka category, the company said.
“Online plays a more important role than print. Print is not the key media anymore,” said Patric Blixt, communications manager for new media at Absolut in Stockholm, Sweden. “Our consumer is more focused on the Internet and mobile communication so we’re shifting also. We’re evolving the iconic advertising, making it more inclusive and modern with the same wit and creativity we used in our offline advertising.”
While Absolut is not abandoning print, outdoor and TV ads, those media will take a back seat to the Web. “Even if the print media budgets remain larger, print is now seen as the first window into the Absolut world, driving interested users to the whole brand experience online,” said Blixt.
The world’s No. 2 vodka (behind Smirnoff) will raise its online spend to about 20 percent of its $40 million annual media budget, or about $8 million in the U.S. Absolut’s first bottle-icon print ad, via Chiat Day, debuted in 1979; TBWAChiatDay handles the brand now.
The architect of the brand’s growth in its glory years, Michel Roux, said change is inevitable. “You can’t be staying in the same seat all the time,” said Roux. “You can only do so much of the same advertising. Consumers say that [ad’s] sort of cute, but enough is enough.”
ABSOLUT RITUAL is found in December issue of Food and Wine magazine (US) - I believe this is the first time this ad has been printed in the USA. This time it is new version of this ad with ABSOLUT GATHERING caption about 25 years of holiday ads.
New version of ABSOLUT STIRRING ad appeared in New Yorker (11/21/05, USA). Again it is the ABSOLUT GATHERING version.
There are other 25 year anniversary holiday ads: ABSOLUT SCROOGE in the December 2005 issue of Men’s Journal (USA) and ABSOLUT 24TH in the December 2005 issue of Vanity Fair (USA). For information thanks to Brett, Harry and Andrew from Georgia.
It looks like Absolut Vodka started to like special editions of their bottles. ABSOLUT SECOND SKIN is not only one special bottle in the stores right now. In France there are 3 new special bottles (not boxes for bottles) which are made in metalic style.
Last year Absolut Vodka made ABSOLUT FREESTYLE limited edition of the bottle in France and now ABSOLUT CHROME. Very nice work Absolut. I like it ;) For information thanks to Marielle.
See detailed image inside this article.
For this year’s holidays Absolut Vodka prepared special limited edition packing of Absolut Vodka called ABSOLUT SECOND SKIN. It is a white plastic cover for a bottle of pure Absolut Vodka. This package should be available in USA. If you know about other countries just let me know.
Absolut prepared special website to this activity. And I have to say it is very funny website. Singing bottles of Absolut Vodka will make you lough all the rest of the day ;) Check out the absolut.com/secondskin. Detailed images of real packing here.
Updated November 21: It looks like this special packing is available in more countries. It will be probably available in all countries mentioned in one of the songs which Absolut bottles sings about. I have confirmed information that you can get them at least in UK and Bulgaria.
Finally the APEACH MOVIE website become live and serving the first episode of it’s fictional movie. You can enter the competition to win $10 000 for a party including DJ’s and everything you want.
There are two more episodes which should come on 12th of October and final third episode on 26th of October. Enjoy the funny website on apeachmovie.com.
(PR) It’s been named one of the 10 best campaigns of the 20th century by America’s Advertising Age Magazine. It has won hundreds of awards, including a place in the American Marketing Association’s Hall of Fame. Now, the ABSOLUT campaign sees the launch of a second book all about the ads. And the people who created them.
Available from October, the retrospective follows the success of the ABSOLUT BOOK, published in 1996, in which author Richard W. Lewis pays homage to the first 15 years of ground-breaking ABSOLUT advertising campaigns.
Twelve editions and 300,000 copies of the ABSOLUT BOOK later, Lewis, the previous worldwide account director for ABSOLUT at TBWA/Chiat/Day, continues the story in an entirely new book: ABSOLUT SEQUEL. He revisits a decade which has been one of the most creative and expansive in the ABSOLUT brand’s history and gives a “behind-the-scenes” look at the creation of the campaign. Including the ads he wished had happened but never did. (click for continue)The 14 chapters focus on the multitude of themes ABSOLUT has explored over the past decade, from cinema and album covers, to fashionistas and writers. ABSOLUT SEQUEL presents a collection of timeless campaigns which also define key figures, events, places and the moods of the time. The iconic images of the ABSOLUT bottle - painted, deconstructed, reconstructed, dressed, undressed, decorated and transformed - have been created by some of the best-known and respected visual artists, wordsmiths and designers.
“The creative connections that the adverts in ABSOLUT SEQUEL portray are truly unique and sometimes surprising, from collaborations with rock stars to architects. Almost 10 years on from the launch of ABSOLUT BOOK, it is a timely follow-up on how the ABSOLUT brand’s iconic imagery has developed over this period and its continued advertising success,” says Michael Persson, Brand Director for ABSOLUT VODKA at V&S Absolut Spirits in Stockholm.
It’s this success that inspires Lewis: “Why are ABSOLUT ads so memorable? Why do collectors crave them? Why are famous artists and writers enthusiastic about creating them? The concept is easy and the execution brilliant. First, two simple words – and the first is always the same – second, a single stunning, image that complements the headline. Like a couple in love. It proves that advertising doesn’t have to be complicated; rather, advertising can and should respect people for their wit and intelligence. The most impressive, impfactful ads are often the simplest. This knowledge is key to the ABSOLUT brand’s success.”
ABSOLUT SEQUEL will be available at fine bookstores everywhere, as well as the leading online booksellers such as amazon.com and barnesandnoble.com. The suggested price is $60 (US) for the hardcover and $30 for the softcover.
ABSOLUT SEQUEL – Chapters
1. ABSOLUT CITIES: Includes ABSOLUT CITIES of Latin America and Asia/Pacific as well as favourites from the past.
2. ABSOLUT ARTISTS: Nam Jun Paik, Damien Hirst, Louise Bourgeois, Francesco Clemente, Ross Bleckner and Chris Ofili are some of the artists that have interpreted the ABSOLUT brand in the last decade.
3. ABSOLUT WRITERS: In the late 90s, writers joined the ranks of artists to interpret the ABSOLUT brand. Launched in the US in 1997, Dominick Dunne, John Irving, Julia Alvarez, Arthur Golden, Doug Coupland, T.C. Boyle, Sebastian Junger and Tracy Chevalier, where some of the authors featured.
4. Outside: Some of the most creative advertising solutions in the last 10 years have been outdoor advertising. Like ABSOLUT NEW YORK, a fully furnished apartment.
5. ABSOLUT ALBUM COVERS: A tribute to the artists on the albums as well as the artists who created the covers.
6. Collectors: For years, people have been collecting the ABSOLUT advertising. Meet some of the most dedicated collectors.
7. Cinema: Originally created for Latin America, the ABSOLUT PICTURES campaign took the advertising from print to the silver screen.
8. Quality: The whole quality message is written on the bottle itself. So, how do you translate that into advertising?
9. Regrets: “I don’t have many regrets. More specifically, ABSOLUT REGRETS. However, in order to make this book more entertaining I want to devote a chapter to two kinds of ABSOLUT ads: Those I wish we DID and, the natural counterpart, those I wished we DIDN’T”
10. Spumoni: The ABSOLUT VODKA family is continuing to grow: how do you make tasty advertising in every flavour?
11. Annie: Annie Leibowitz created the 20th anniversary campaign featuring 20 interesting people posing with their favourite ABSOLUT ad.
12. Jump the Net: ABSOLUT presence – and the education of the client about the great adventure of cyberspace.
13. Fashionistas: Tom Ford. Stella McCartney. Jean-Paul Gaultier. The list of fashion designers who has interpreted the brand is still growing.
14. Bonjour/Bonsoir:
ABSOLUT SEQUEL
ABSOLUT SEQUEL by Richard W. Lewis is available from October 2005 and presents the ABSOLUT advertising from 1996 until today. The 14 chapters focus on the multitude of themes ABSOLUT has explored over the past decade, from cinema and album covers, to fashionistas and writers. ABSOLUT SEQUEL presents a collection of timeless campaigns which also define key figures, events, places and the moods of the time.
ABSOLUT BOOK
ABSOLUT BOOK charts the ABSOLUT brand’s advertising over 15 years from 1981 to 1996 covering nearly 500 ads. The book also tells the story of how the vodka brand started in the 15th century and how the modern-day product has evolved.
Absolut Ice Bar opens 1st October on Heddon Street in London. The spectacular ABSOLUT ICEBAR, in the heart of the capital, is unlike anything else in the UK: An environment of -5 centigrade, where everything, from the walls, bar, and bar stools, to the artwork and the “glass” that holds your ABSOLUT cocktail is made from crystal clear Nordic ice.
The bar holds only 60 people and after 45 minutes you have to leave.. Customers must pre-book time slots. And for that experience, a visitor will pay £12, which includes their first vodka cocktail. A refill costs £6. More information and booking on belowzerolondon.com.”ABSOLUT is a creative brand and is always striving for the unexpected. The ABSOLUT ICEBAR is a perfect example of how we, as a brand, together with our partners can offer a unique experience that could not have been delivered by anyone else,” says Michael Persson Senior Marketing Director at V&S Absolut Spirits in Stockholm.
The ABSOLUT ICEBAR will be adjoined to BELOW ZERO LONDON, a stylish Scandinavian lounge-style restaurant. The ABSOLUT ICEBAR will be able to host up to 60 guests at a time, who will enter the bar through an air-locked entrance so as not to let the cold air escape. Guests will be provided with specially designed capes and gloves on arrival.
Perfectly echoing the concept of the original ABSOLUT ICEBAR as developed for the ICEHOTEL in Jukkasjärvi, northern Sweden, London’s ABSOLUT ICEBAR at BELOW ZERO LONDON will offer visitors a chance to experience the icy cool of the Lappish winter in the centre of London throughout the year.
Agnetha Lund, Director ICEBAR International, ICEBAR AB adds, “Our unique concept of bringing the total ice experience from ICEHOTEL to a metropolitan environment and to make it a permanent offering has proven to be a very successful concept. London is one of the most important cities in Europe and we have a great location in the heart of city.”
Significantly, everything in the new ABSOLUT ICEBAR at BELOW ZERO LONDON will come from the same source. Purity of quality at origin is essential to ABSOLUT ICEBAR: Just as ABSOLUT produces all its vodka in Åhus, southern Sweden, all the ice will come from the Torne River, from whose crystal clear ice the ICEHOTEL is also carved.
Fred Olsson of BELOW ZERO LONDON says, “We will offer a one-off experience that has never been available in London before. Being able to bring a bit of the Nordic cold, together with a contrasting warm restaurant to the Londoner and the visitor alike is like bringing magic to the big city.”
During last months I had to block the “comments” function on AbsolutAds.com because of spam bots posting tons of random comments. Since now you can post again but your comment will not appear immediately online. It should take few minutes or hours before your comment will be approved. I would like to hear your opinion so feel free to comment all latest news from Absolut Vodka world again. Thank you!
On July 26 I wrote an article about latest Absolut Vodka project called Apeach Movie. This website was not yet presented to public but it is already opened on ApeachMovie.com. One month ago there were information that the first part of Apeach Movie will be available online in August. I just checked the website today and the Absolut Vodka postponed the release of the movie to September. Can we expect any advertising in September? :)
PS: Funny thing is the fact that if you will click on the button to choose any chapter of the Apeach Movie you will see in the center of the page old text. For example if you click on “Chapter One (Release September)” the center text will say “Chapter One - Release August”.
“The taste made them legends. Their hearts made them heros.” That’s a subtitle for the latest Absolut Vodka project which can be found on apeachmovie.com. The Absolut Vodka is presenting the funny website where you can see how the Absolut Apeach taste was born in nicely mystifying way.
On the main site we can see the trailer for upcomming movie which will tell us the story about four men and one woman hired to “turn an ordinary fruit into an extraordinary taste” in 36 hours.
In next two months we should be able to see the whole movie in three parts. The firs part will be released on August, second part later in August and the third (final) part in September.
Except the movie you can look for some drink recipes, download wallpapers, and download the trailer music or score for the complete movie. The competition will be announced there soon too.
On the apeachmovie.com website is one more interesting part called “THE TEAM”. There you can read something more about all five members. The funny part is that they have their own “private” websites ;) You can see them on bougianworld.net (John Bougian), designbyklaus.com (Klaus Knape), billsfruit.se (Bill) and franknet.info (Frank T).
I have to say that the movie looks really funny. Can’t wait to see it complete and not only the trailer :) Inside the article can be found some screenshots.
