Absolut Design & Branding ABSOLUT GLIMMER by Family Business

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Industry Vodka
Media Design & Branding
Market Sweden
Agency Family Business
Creative Director Marten Knutsson, John Lagerqvist
Art Director Fredrik Lindquist
Copywriter Tove Norström
Designer Magnus Lundgren, Christian Styffe
Released September 2010

Credits & Description

Category: iii. Premium Brand
Product/Service: VODKA
Date of First Appearance: Sep 30 2010
Entrant Company: FAMILY BUSINESS, Stockholm, SWEDEN
Creative Director: John Lagerqvist (Family Business)
Creative Director: Mårten Knutsson (Family Business)
Art Director: Fredrik Lindquist (Family Business)
Copywriter: Tove Norström (Family Business)
Designer: Magnus Lundgren (Family Business)
Designer: Christian Styffe (Family Business)
Sourcing Director: Christian Westerberg (Family Business)
Photography: Jens Mortensen
Media placement: Bottle - Supermarkets, Bars, Lifestyle Retail, Duty Free - 30092011

Describe the brief from the client
Absolut Vodka asked us to create a successor to Absolut Rock, Disco and Bling-Bling for their next end-of-year campaign, but better and in a way never done before. Important in a global campaign is that it sells without any additional media support or even understanding of the concept. The bottle in itself must be desirable.

The Absolut Company asked for the next new thing, after our skins campaigns. They asked us for a new sales driving idea. A neck hanger, a promotion - something new and amazing.

Describe the challenges and key objectives
We needed to come up with a design that would work well in both on and off-trade. It had to communicate instantly and still be creative enough so that Absoluts local agencies and consultants could make amazing advertising around it. The ultimate goal is of course sales, and preferably beat last years huge success of Absolut Rock (4.5 million bottles).

Describe how you arrived at the final design
Each year we build the campaign on an specific insight. This year we ended up with a reflection on how the present is the new premium, being in a time where everything can be copied and distributed online. They joy of actually being at a concert live, participating, is much more precious. So the concept for 2010 became - making the present exceptional. So we decided against putting something extra over the bottle or adding stuff. We wanted to celebrate the moment by changing the iconic design of the Absolut bottle itself. Dressing it in sparkly crystals - Absolut Glimmer.

Give some indication of how successful the outcome was in the market
Activated by more markets around the globe than ever before. It sold over 5.5 million bottles (beating Rock), and the impression it made online, with blogs and sites, is unsurpassed with over 800,000 Google hits. To date it's the most massive initiative in it's category.