Absolut Design & Branding ABSOLUT BOSTON by TBWA\Chiat\Day New York

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Industry Vodka
Media Design & Branding
Market United States
Agency TBWA\Chiat\Day New York
Art Director Jin-Sang Park
Copywriter Jeff Feng
Producer Julia Menassa
Released August 2009

Credits & Description

Category: Alcoholic Drinks
Product/Service: ABSOLUT VODKA
Date of First Appearance: Aug 1 2009 12:00AM
Entrant Company: TBWA\CHIAT\DAY, New York, USA
Chairman & Chief Creative Officer: Mark Figliulo (TBWA\Chiat\Day - New York)
Art Director: Jin Park (TBWA\Chiat\Day - New York)
Copywriter: Jeff Feng (TBWA\Chiat\Day - New York)
Executive Producer of Media Arts: Matt Bijarchi (TBWA\Chiat\Day - New York)
Producer: Julia Menassa (TBWA\Chiat\Day - New York)
Media placement: Boston Bottle - On shelf in-store - August 2009
Media placement: Print - ESPN, Sports Illustrated and various local titles - September 2009
Media placement: OOH - Station Domination en route to Fenway Park; wild postings in downtown Boston - September 2009
Media placement: PR even - Unveiling the "Wall of Pride" at Boylston Plaza, Bosto - August 2009
Media placement: Digital activation - Facebook page launch, ebay auction, Page take-over on Boston.com - August 2009

Describe the challenges and key objectives
Creativity had always been the core of ABSOLUT. But for too long, the brand had rested on the laurels of its creative heritage. It was advertising to collect, not vodka to drink. By bringing to life a popular print campaign that paid tribute to famous locales, the CITY SERIES aimed to revive the brand’s creative equity – impacting ABSOLUT’S role in culture and the product itself. The line of limited edition, premium vodkas each featured a new flavor and bottle design inspired by the unique soul of an American city.

Describe the brief from the client

The task was to design a CITY SERIES concept, encapsulating the spirit of America’s proud city: Boston. Boston received ABSOLUT’S first US shipment over 30 years ago. Once a stronghold for the brand, ABSOLUT BOSTON’S objective was to strengthen brand presence in the region where it had initially launched.

Describe how you arrived at the final design
Every Bostonian is a Red Sox fan, a pride rooted in Boston’s baseball heritage. The bottle honors Fenway’s beloved Green Monster & John Updike’s famous quote: “In a city rich with monuments commemorating a nation, one that stands above all others is a dented green wall, 37 feet tall, 240 feet long, and 310 feet from home plate down the left-field line.” BOSTON tells the city’s story in an ABSOLUT way – contrasting interplay between elegant script & bold graphics. Intriguing & enigmatic, BOSTON invites conversation through the product – not just an ad to collect, a vodka to drink.

Give some indication of how successful the outcome was in the market
BOSTON became the #1 selling SKU of all ABSOLUT launches & ranked #2 in sales for the spirits category. Regional leadership was re-established with improved sales and brand affinity: • Regional off-trade reorder rates exceeded ABSOLUT’S top selling flavor, tripling case shipment goals. • Regional long-term volume was gained for the overall portfolio, with 50% of the target buying ABSOLUT as a result of trying BOSTON. • Velocity rates throughout the country suggest success in distant markets, including Texas. • BOSTON garnered 118 stories for 17,856,002 media impressions, including press release pickup of 358 stories for 138,679,002 media impressions.