Download Absolut Vodka`s advertisements have indeed become an iconic way

ABSOLUT-WHATEVER ADVERTISING
1
ABSOLUT-WHATEVER ADVERTISING
We have entered an age when advertising, in the hands of some, has been elevated to the status
of a science.” – Carl Hamilton Absolute: Biography of a Bottle, 230
Introduction
Absolut Vodka’s advertisements have become iconic and a way of selling a legendary
liquor brand while identifying it to the main stream media. What was one of the first major
marketing and advertising piece of work for the liquor industry, now known as the bottle
campaign, helped define the Absolut name. The first print ad was created in 1980 with the now
famous “Absolut Perfection.” The print work done pushed the limits of advertising and art; with
wit and humor, generally starting with the word Absolut. The photos that were once merely
advertisements are now becoming collector’s items with people around the world taking part in
these pieces of modern memorabilia. The vodka company was originally small until the first ad,
“Absolut Perfection,” appeared in magazines creating the Absolut-this, Absolut-that, Absolut“whatever” series that we know of today. Over 2,000 advertisements have been sent to print in
over 50 different countries since the 1980 debut, which has lead to a tremendous amount of
collecting. According to the article Absolut success: 'Don't be afraid to try new stuff, “On eBay
219 Absolut items are for sale, with the top item the actual canvas painting of "Absolut
Masterpiece," with a starting bid of $90” (Rothenberg 2005 1). Within six years of the first
advertisement Absolut broke through the one million case barriers and in 1990 Absolut sold 2.7
million cases, becoming the number one imported vodka.
What is Absolut Vodka’s approach to advertising with regard to fine art?
The origin of the Absolut artwork being in 1985 when artist Andy Warhol created the first
masterpiece. The concept behind most of Absolut Vodka’s print advertisements is creativity,
artistry and whiteness. The advertisements are more than just photos; they are pieces of work that
2
ABSOLUT-WHATEVER ADVERTISING
are meant to leave lasting images in one’s mind to help associate brand recognition. The artists
that make the advertisements are allowed to have their own freedom and creativity, with the only
requirement to the artwork being that the bottle must be visible in the advertisement. The artists
generally were not well established, they were up and coming in the art scene which made their
work less costly. They were nobody’s in the world of advertising. The book¸ Absolut Book,
supports this by saying, “By 1988 [Absolut] would find unknown, un-established artists and get
Absolut to launch their careers through Absolut exposure, rather than trading on the fame and
talent of better known painters to further Absolut Vodka” (Lewis 1996 67).
In 1989 the Absolut Vodka company started a series of several themed artist magazine
inserts to help promote the company even more, as the brand was at the peak of their advertising
success (Lewis 1996 137). These ads, while strategic in their marketing scheme, were known for
their vast amount of creativity and could be considered fine art. To this day, these are considered
to be collectible pieces among popular culture that many young people identify with.
What is the general theme?
The general theme of the advertisements is simple. The word “Absolute,” appears at the
start of each ad campaign, and the bottle is generally visible in each of the advertisements. A
simple one two bunch: the bottle and the word. It seems pretty basic, but that’s where creativity
can flow. From there, originality ensues; a splash of youth, sex, and wealth combined with the
liquor show visually what you need to have for a good time.
The two word themed phrase originated at the start, with “Absolut Perfection,” due to its
simplicity. There’s really no intellectual thinking involved. No need for analysis; just
remembering Absolut-“whatever.” The book, Absolut: Biography of a bottle, explains in the
chapter Almost Perfection, that the theme started here at the beginning, and stuck due to its
3
ABSOLUT-WHATEVER ADVERTISING
simplicity. “Within five minutes they were up to a dozen different two-word slogans. Absolut
This. Absolut That. Absolut Anything. Absolut Everything. […] There’s nothing to remember,
nothing to think about. Just Absolut, Absolut, Absolut. It’s so, so, American” (Hamilton 2000
246 – 247).
There are numerous reoccurring themes, holidays are a big one, humor on impedance and
sex has appeared numerous times, and the list can go on and on when referring to specific
reoccurring theme. But overall, over the past three or so decades it has been the two word slogan,
along with an animated representation of the Absolut bottle. The article, Absolut success: 'Don't
be afraid to try new stuff', supports this by saying, “The campaign's hallmark was extreme
diversity within total consistency: a two-word tag playing off the brand name, underlining a
clever illustrative rendition of the cylindrical bottle” (Rothenberg 1). One can refer to the general
theme of the ad as Absolut-“whatever,” as the second part of the ad, the second word, not really
meaning much in terms of the overall continuous theme. It’s the first word, first part, the Absolut
that keeps coming back, and sticking with its consumers.
Does Absolut identify with any particular lifestyle?
The Absolut brand appeals to young professionals - people young enough to enjoy a
hearty night lifestyle, and wealthy enough to afford to drink the brand on a regular basis. The
Absolut company targets young professions in many ways. One can argue that the fact that these
advertisements are such collectable that they’re targeting a young crowd. Essentially, the high
school, college and young-to-mid 20’s group of people who are hanging these print
advertisements in their bedrooms, dorm rooms and “first apartment” spaces.
One can also say this is targeted to young professional because of the company references
youth activities in their advertisements; from referencing winter sporting games in “Absolut
4
ABSOLUT-WHATEVER ADVERTISING
Peak,” to golf in “Absolut 19th.” Add this to some elements of sex in ads like “Absolut
Attraction,” along with vibrancy in color and you attract the youth crowd. Comparatively, one
can say a liquor like whiskey is targeted to older generations as it is much more classic, sleek,
and tradition in its advertisements when being compared to the Absolut brand. The absolute
brand is vibrant, new and much more youthful, if one were to compare liquors as an example.
Choose 3 ad examples and describe if the ad is targeting a specific segment,
geographic area, or people with a common interest.
Absolut 19th – The advertisement Absolut 19th targets what is the epitome of America.
Upper middle class to wealthy “yuppie” white Americans golfing. Young enough to drink
Absolut regularly, but old enough to go golfing on their Saturday off. Showing an aerial view of
the 19th hole of a golf course; the 19th hole of a golf course generally refers to the clubhouse,
restaurant or bar on course, with their only being 18 holes in a game of golf. It is telling everyone
to settle down after a long day on the course with a drink of Absolut. And even if you’re not on
the course and you’re part of the segment of people that like golf, play golf, watch golf, or is
with someone that is into golf this is the drink for you and yours. The key in this is the golf
industry is huge in America.
Absolut St. Louis/ Absolut Cities – The Absolut ad campaign love to target specific
major cities, what they’re notable for (sports, music, monuments, ect.) and display that within
their advertisements. There are currently over two dozen city based ads done by the Absolut
Vodka company (Lewis 48). By targeting specific major cities with notable items there are
targeting the citizens from that region. Saying we as a company can relate to you, we know what
you like, and our product should be part of your lifestyle. This notion is supported by the book,
Absolut Book: The Absolut Vodka Advertising Story¸ when it says, “A strategy had emerged. We
5
ABSOLUT-WHATEVER ADVERTISING
knew we had to select cities with landmarks, attitudes or perceptions that would be appreciated
and understood not just by native’s but- to justify the cost of producing one of these ads by
people all over the country. People want an Absolut ad to honor their city, to show that it’s
arrived” (Lewis 1996 48).
One specific example of this is Absolut St. Louis. The company takes the iconic St. Louis
Gate Way Arch, adds a little photo shop and an iconic advertisement is formed. Creating the
Gateway Arch to outline the shape of an absolute bottle, people not only in the St. Louis region,
but across the country, and even world, can relate as this monument is a notable iconic symbol
that now represent through the advertisement the Absolut brand.
Absolute Peak – The Absolut Peak advertisement takes a growing phenomenon of
winter sports (skiing, snowboarding) and targets that segment of people. That segment of people
mainly being, once again, the young professional’s crowd. The people young enough to be fit
and healthy to do this on a regular basis, while still being wealthy enough to afford it. The
advertisement takes a mountain and has the snow cover the tree tops to a certain point to make
the shape of a vodka bottle. This is much like the golf one as they are targeting specific young
adults, appealing to a popular interest.
Does each ad have humor? Does each ad attract attention? Why or why not?
Each advertisement has humor, to an extent. It may not be slapstick, or laugh out loud
parodies but the campaign does have an elegant sense of humor and wit. One can say that the
advertisements are meant to be funny, because that’s really what attracts attention. Not every
single ad by the Absolut company has humor in it. Some are slightly more sophisticated or
slightly more tedious than most; but one can say that a majority of the company’s advertisement
have a sense of underlying humor and flare. One will remember a funny advertisement, that’s
6
ABSOLUT-WHATEVER ADVERTISING
truly key in this whole brand of Absolut-“whatever.” Take for example the “WHAT’S UP,”
advertisement by Budweiser or the “Post Game Interview” advertisements by Coors that cut real
interviews into fake questions. These advertisements are reoccurring and memorable years after
they have been off the air because of their humor – and that’s what truly grabs ones attention.
What is unique or special about each ad?
The amount of times this company can branch of on the Absolut-“whatever” ad
campaign is pretty unique in itself. To be able to carry this ad campaign over three decades, and
be successful is something special. Generally, not many companies could do this. A lifecycle for
an ad campaign is short but this company found a gem when sticking with this campaign.
Comparitably it can be related to a company like Anheuser Busch and how they have yearly
campaigns with the Clydesdale horses.
What stage in the advertising spiral does each ad represent – pioneering, competitive or
retentive? Why?
When referring to the Advertising Spiral, one can say that Absolut Vodka’s ad campaign is in the
retentive stage. The retentive stage being when a company is retaining its customers and
reminding them that they’re available to them; that they’re essentially the same company they’ve
been all along. This can lead to brand loyalty, where a company want its customers to keep
coming back. But one can argue the Absolut campaign is in the retentive stage for many reasons.
One being for the amount of time they’ve been doing the regular “Absolut…” campaign. It’s
something that’s worked from the beginning in the early 1980’s and they’ve stuck with it
through the decades. There campaign is not in the Pioneer stage simply due to how long the
product has been out, it is not new, it’s a well known brand at this point. One can make an
argument however that it can be in the competition stage because the product is mature, so it can
7
ABSOLUT-WHATEVER ADVERTISING
8
be competing head to head with other brands and their attributes. The most clear of all the
advertising spiral stages though would be that of the retentive stage.
Are there any other distinguishable characteristics that come to mind and separate each ad
from perhaps others in its product class?
Comparative to other vodka companies, Absolut seems to be the premier company in print
advertising. However, a new vodka, named Svedka, is cutting in on youth seen from Absolut.
Svedka is targeting young professionals as well, using technology and sex in their ads.
The article, Why not nab a hot brand? Just look at Svedka deal, supports this
notion by saying, “The current Svedka campaign-which is set in 2033 and stars a
socially uninhibited fem-bot-is far from its raciest or most envelope-pushing. Past
efforts featured nudity and more overt sexual content. Even the current effort,
begun in 2005, however, has run afoul of Discus' code. During its most recent
complaint review, the organization took issue with Svedka cocktail-recipe
language that encouraged a drinker to "just pour his ingredients into your chilled
vessel. … Repeat until satisfied” (Mullman 2007 3).
What distinguishes Absolut from others like Svedka in its product class is its tradition. Instead of
trying to create a edgy, futuristic, sexy theme, it sticks to what works, the Absolut-“whatever”
way.
Conclusion
Absolut Vodka’s advertisements have indeed become an iconic way of selling a
legendary liquor brand to the public. The campaign is dating on some three plus decades of
success through its simplicity and originality with identifying with modern, current, and
simplistic issues that relate to young professionals in modern society. As other companies try to
ABSOLUT-WHATEVER ADVERTISING
reinvent themselves to appeal to what they feel is a growing and changing market, and new
companies, like Svedka, emerge – Absolut stands ground with its Absolut-whatever campaign
style; and has continuously been successful with it.
9
ABSOLUT-WHATEVER ADVERTISING
10
ABSOLUT-WHATEVER ADVERTISING
11
ABSOLUT-WHATEVER ADVERTISING
12
ABSOLUT-WHATEVER ADVERTISING
Works Cited
Lewis, Richard (1996) Absolut Book. The Absolut Vodka Advertising Story. Boston:
Journey Editions.
Hamilton, Carl (2000) Absolut: Biography of a Bottle. New York: Texere LLC.
Rothenberg, R. (2005). Simple route to Absolut success: 'Don't be afraid to try new stuff'.
Advertising Age, 76(46), 22.
Mullman, J. (2007). Why Absolut said bye-bye to the bottle. Advertising Age, 78(22), 328.
13