Legend begins with absolute creativity (top)

Absolute Vodka ABSOLUT VODKA pronunciation, many people do not necessarily read correctly; but mention the appearance, most people must be "transparent bottle" impressive, it looks like the medicine jar filled with pure water, like a hospital drinking bottle .

In 1979, the 100th anniversary of ABSOLUT gradually approached. At the same time, the entire US marketing campaign was about to start. However, bottle design has not been finalized. Perhaps it was God. One day, Gunnar Broman wandered around the antique shop in Stockholm and saw an old Swedish bottle. The line was simple and pure, and it was quite suitable for the new bottle of ABSOLUT. Gunnar Broman's eyes lit up, yes, it is!

According to research, the original old bottle was closely related to vodka, which was produced in Sweden in the 15th century. At first it was installed in a transparent jar, mainly used for medical purposes, to relieve symptoms such as acute abdominal cramps caused by the plague. The shape of this ancient medicine bottle is not only transparent and simple, but also able to combine the history of Sweden, it is undoubtedly the best choice for the new image of ABSOLUT.

In pursuit of perfection, ABSOLUT sales team invited some Swedish designers to further improve the design of this vial. The final decision was not to use any labels to show crystal clear, pure wine quality. It also decided to use blue as the most eye-catching color. Until now, blue is still used in the famous ABSOLUT trademark.

Finally, the designers also made some changes to the design of the bottles and bottles - adding the badge of Lars Olsson Smith, symbolizing the continuation of the Swedish vodka spirit and at the same time lengthening the bottleneck.

Facts have proved that later, this medicine bottle has indeed become a symbol of culture for a century, elegant, unique, simple and full of Swedish characteristics.

Absolute creativity goes from failure to success

Compared with the current reputation, ABSOLUT VODKA's march into foreign markets is not easy.

In 2003, the Russians will celebrate the 500th birthday of vodka. In the minds of many people, vodka has almost the same concept as Russia. A Russian poet once said that vodka is as old as the Volga. Only this type of vodka based on Russian culture is the most authentic. This is almost the Vodka's law. The other Vodka can only be imitations. Therefore, when it entered the Western European and North American markets, it was first met with strong resistance from this cultural background.

At the beginning, people were completely negative about absolute vodka and felt that the name of the brand was too grandiose, and that the shape of the absolute vodka bottles was ugly, the bottleneck was too short to be poured, and the bottles were also very single, making the entire bottle too transparent . More importantly, people lack trust in this Swedish vodka brand.

Therefore, when the American Carillon Company invested USD 65,000 for the import agent ABSOLUT VODKA in 1978 and conducted a special market survey, the conclusion was: Absolute failure.

The conclusion of the final market analyst is: to give up this product.

Faced with this situation, most decision-makers will certainly not hesitate to give up, and then investigate, design the bottle that can best meet the consumers, and then continue to investigate, continue to meet, and finally engulfed by followers engulfed. Some people lamented that investigations not only help people but also harm people. Indeed, Coca-Cola once had such a lesson.

However, Michel Roux, president of Carillon, could not reject his instincts. He thinks that this kind of product is so different from the image of the vodka in consumer impression that it is so that 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 powerful advertisements to give brand personality! Then, a lasting Guanwu “absolute” creative idea was born.

Carillon handed over the advertisement to the TBWA advertising company. Established in 1970, TBWA is a European advertising organization composed of four advertisers from different countries, backgrounds, and different experience categories. This is a special case in the history of advertising companies. As a subsidiary of Omnieom, the world’s largest communications group, TBWA is the world’s fastest growing multinational advertising company and ranks ninth in the world in total sales.

Geoff Hayes, TBWA’s creative director, recalls that the original method of creating awareness and popularity for the brand was based on the traditional Swedish culture of the product. The advertising idea focuses on depicting Swedes in hot tubs and similar arrangements. He believes that this kind of advertising is very similar to other American wine ads.

However, Geoff Hayes thinks something is missing. The idea of ​​advertising is too traditional and predictable, and there is no proof that the product is a strong brand. If the brand is to be successful, the advertisement cannot follow the flow of the tide. It must break through the traditional mode of the general advertisement of wine. It is far from enough to render the quality of the product itself, it must create its added value, and it must shape the absolute brand into a new image that everyone wants to drink. .

Why not consider quality and fashion by the uniqueness of the name and shape of the bottle?

Ten years later, Geoff Hayes can still clearly recall the original creative process for ABSOLUT VODKA.

“I sit and watch TV and draw a bottle. I remember drawing a ring of light on the top of the bottle and adding a line of words, “This is absolutely perfect.” The next morning, I gave it to me. As the copywriter Graham saw, he said, you don't need to explain, just say "absolute perfection." Suddenly, we realized that we got something. It allowed us to come up with ten ideas in five minutes. They Formed a series of advertising campaigns."

The concept of advertising proposed by TBWA is to reveal the difference between absolute brand and other brands in the market. The creative concept of print ads is centered on the close-up of the bizarre bottle. The English with one line and two words underneath is always preceded by the word “ABSOLI丌” and the words that express quality are ranked second, such as “PERFECTION” (“ Perfect ") or "CIARITY" ("clear"). There is no need to tell the story of any product because it is etched on the bottle. The uniqueness of the product is accurately reflected by the uniqueness of the advertisement. Putting the bottle in the center as the protagonist may of course attract customers, but more importantly, the visually related headline wording and inspired speculations give advertising endless charm and mystery.

Advertising campaigns are always the same but different

ABSOLUT VODKA's creative approach quickly led to a rapid market response. Not only has sales increased significantly, but it can also be seen that wasteful people are interested in this type of creative non-reward, and TBWA decided to continue this creative form. Many "absolute" topics continue to be derived. In order to attract consumers' attention with constantly changing contents and consistent external forms, it is also possible to establish their own unique brand personality in the long-term communication process. This kind of strategic advertising creativity is the most intuitive personality of the brand. .

In 1983, Michel Roux, president of Carillon, met an old artist named Andy Wnrhol. In the conversation, Andy told Michel: "I love AB-SOLUT VODKA's bottle very much, but unfortunately I do not like to drink. But I love ABSOLUT as a perfume. Can I paint a picture for you?" Later, I was very pleased to invite Andy Warhol to draw an oil painting for ABSOLUT VODKA vodka. So an oil painting with black ABSOLUT VODKA vodka and “ABSOLUTVODKA” caught Michel’s attention and published it for the first time as an advertising idea in the media.

Michel was puzzled by the release of advertisements; sales rose sharply. In just two years, ABSOLUT VODKA became the first vodka product in the United States. At this time, Michel Roux saw the interactive effect of artistic value and wine culture value. He then positioned ABSOLUT VODKA vodka as the cutting point for artists, movie stars, rich men, and celebrities, accelerating the fashion and personality of ABSOLUT VODKA Vodka brand. The spread of value and value. Therefore, a unique and unique brand of ABSOLUT VODKA vodka, which is positioned in the fashion, has been clearly demonstrated through highly personalized communication ideas and communication methods.

During the 15 years of shipment, Carillon's secret TBWA insisted on using this "standard format" (bottle with two-word headline) in print ads, and produced more than 500 print ads. Although the "format" remains unchanged, Performance is always ever-changing. There are as many as 12 categories of themes used in advertising - absolute products, items, cities, art, festivals, fashion design, theme art, European cities, film and television and literature, current affairs news, and so on.

In 1987, Absolute Vodka had a strong sales in California. The TBWA team made a bottle-shaped swimming pool titled “Absolute Los Angeles” to thank California consumers for their love of Absolute Brand. The advertisement blends the product ideas to be conveyed with the “name objects” that have an important position in the minds of the audience and exudes the eternal charm of history and culture.