Absolut Promo, Case study ABSOLUT VODKA NO LABEL

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Industry Vodka
Media Promo & PR, Case study
Released July 2012

Credits & Description

Category: Best Use of Media Relations
Product/Service: VODKA
Creative Director: John Lagerqvist (Family Business)
Creative Director: Mårten Knutsson (Family Business)
Account Director: Martin Abrahamsson (Jung Relations)
Designer: John Lagerqvist (Family Business)
Designer: Magnus Lundgren (Family Business)
Final Art: Christian Styffe (Family Business)
Copywriter: Tove Norström (Family Business)
Account Manager: Frederika Curry-Ohlson (Family Business)
Planner: David Becker (Jung Relations)
Creative Director: Claes Bodén (Jung Relations)
Strategic Advisor: Jesper Kling (Jung Relations)
PR-Director: Jonas Sevenius (Jung Relations)
Media placement: Supplement - 58.000 Copies - Fantastic Man - 19 September 2009

Summary of the Campaign
• An integrated initiative with focus on PR and interactive, primarily targeting the globally connected LGBT community. • Inspire people to discover their prejudices and to spark a conversation. • A global campaign supported by global and local pr messaging, a limited edition bottle, a global media collaboration, launch events and a blog. • ABSOLUT NO LABEL was an IAAW 2.0 initiative: we worked with a credible media partner and creative visionairies, curated by ABSOLUT VODKA. • The initiative had both global and local relevance.

The Goal
We chosed to focus the campaign on the people labelled under the term LGBT. In the 1990s the term started to be used as an inclusive term for sexual minorities. L for lesbian, G for gay, B for bisexual and T for transgender. Since then the term has been widely used among politicians and marketers to bundle all these minorities into one homogenous target group. With this campaign we wanted people to think twice about preconceptions and ultimately discover and challenge the labels we put on people in our everyday life. The insights were derived from focus groups and questionnaires with LGBT-people from all over the world, using the ABSOLUT global network

• Generated over 1.100 online clippings. • 97 % positive buzz (Synovate Buzz Tracking), generated 19 % of all buzz around ABSOLUT, July to September 2009 (Synovate Buzz Tracking) • The synovate conclusion: o ”ABSOLUT has a long history of championing LGBT rights and thus this ‘No Label’ bottle is primarily seen to be aimed at combating sexual prejudice, which is appreciated by members and non-members of the LGBT community alike” o By removing the labels from the bottle, it symbolises that it is what is on the inside that counts – equally appropriate for the product as for consumers o The strength of the branding of the ABSOLUT bottle shape is such that the ‘No Label’ bottle is still 100% ABSOLUT and can not be mistaken for anything else – and indeed removing the labels serves to reinforce this further. o Finally, many comment on the beautiful simplicity of the ‘No Label’ bottle, linking to previous creative executions

ABSOLUT NO LABEL was a global campaign supported by global and local PR messaging, a limited edition bottle, a global media collaboration, launch events and a blog. The campaign was launched September 2009 together with magazine Fantastic Man at London Fashion Week. The media partnership included a supplement in the autumn /winter issue, teaser films released online and at the same time the limited edition bottled was launched at selected outlets such as Collette and Selfridges. To maintain interest and spark discussions the No Label Blog was launched to show the brand’s engagement in the LGBT issues. It was updated several times each week by our editor. Local markets carried out launch events at their markets to support the messaging and campaign. People also got the opportunity to engage in the campaign via Twitter and Facebook. Campaign initiatives were carried out through-out the rest of 2010. The campaign still creates buzz online.

The Situation
People within LGBT communities are exposed to other people’s preconceptions on a daily basis. Well, we all are but not to an extent where marketing people put a four letter combination (LGBT) to describe who you are and what you like... In social terms, labels represent a way of differentiating and identifying people. Often and by many, labels are considered a form of prejudice and discrimination.

The Strategy
Our strategic approach can be explained in three steps: 1. Go beyond LGBT – Not exploiting the LGBT term or see it as an entity. Avoiding victimizing the target group. 2. Use dualistic approach – Delivering on the lifestyle trends of the ABSOLUT main target groups rather than only looking into the trends of gay people. 3. Build from viral elements – Using the target group’s viral behaviour. The campaign was completely integrated and carried out both above and below the line, using PR as our main tool.