THE ABSOLUT TRADITION for Absolut

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THE ABSOLUT TRADITION

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

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: PERNOD RICARD
Product/Service: VODKA
Chairman & Chief Creative Officer: Mark Figliulo (TBWA\Chiat\Day - New York)
Creative Director: Rob Baird (TBWA\Chiat\Day - New York)
Associate Creative Director (Art): Kris Wixom (TBWA\Chiat\Day - New York)
Associate Creative Director (Art): Thiago Zanato (TBWA\Chiat\Day - New York)
Art Director: Hoj Jomehri (TBWA\Chiat\Day - New York)
Associate Creative Director (Copy): Alisa Sengel Wixom (TBWA\Chiat\Day - New York)
Executive Producer of Media Arts: Matt Bijarchi (TBWA\Chiat\Day - New York)
Director of Art Production: Teresa Rad (TBWA\Chiat\Day - New York)
Talent: Kate Beckinsale
Talent: Zooey Deschanel
Photographer: Ellen von Unwerth
Production Designer: Kristen Vallow
Wardrobe Stylist: Nicola Formichetti
Wardrobe Stylist: Kate Young
Hair Stylist: Jimmy Paul
Make Up Artist: James Kaliardos
Make Up Artist: Vasilios Tanis
Production: (Moo Studios)
Beauty Retouching: (Box Studios)
Retouching/Post-Production: (E-Graphics)
Media placement: OOH - Storescapes, Billboards, Bus Shelters, Bus Wraps, Wallscapes, Spectaculars - Miami, Dallas, San Francisco, Chicago, LA, NYC, And Vegas - 1 December 2009
Media placement: Print - 5 Executions - GQ, Maxim, Sports Illustrated, Rolling Stone, Cosmopolitan, Nylon, Shape, Intere - 27 November 2009

Summary of the Campaign
ABSOLUT has always been known for its creativity and artistic collaborations. It began with Andy Warhol’s first iconic interpretation of the ABSOLUT bottle - the first modern creative collaboration between artist and brand. Today, ABSOLUT continues to reinvent the creative collaboration by inspiring the world’s most influential creative minds to envision more vibrant worlds based on ABSOLUT’s product and brand beliefs. ABSOLUT’s Drinks campaign was built around the product truth that ABSOLUT creates exceptional drinks. From Peppar to Citron, its unique flavors and base product quality enable ABSOLUT to create iconic, signature cocktails such as the ABSOLUT Bloody and ABSOLUT Cosmo. Building on the ABSOLUT tradition of creative collaboration, we asked visionary photographer Ellen Von Unwerth, “What would the world of the ABSOLUT Bloody Mary look like to you?” Together we brought these ABSOLUT worlds to life, crafting a unique and vibrant environment for each, and chose actresses Kate Beckinsale and Zooey Deschanel to play characters inspired by these signature ABSOLUT drinks. The campaign was launched in print, and then canvassed major markets around the globe, while consumers were given an exclusive look behind-the-scenes online and through Facebook.

The Goal
ABSOLUT sought to use celebrity endorsement to achieve reconsideration amongst cultural influencers, the press who would write about them; as well as the creative class target, the consumers who would go to the bar to order Absolut.

Results
With a launch in the beginning of December there was an immediate response from the press and blogging community, with over 35 million impressions among celebrity/gossip, marketing and lifestyle media – in addition to news coverage and social media chatter (after only a couple of weeks). After a few months in the market, the campaign generated over 250,000,000 in global branded press impressions.

Execution
ABSOLUT’s Drinks campaign would mark the return of the modern day collaboration. Launching in December 2009, the Drinks campaign celebrated the 30-year anniversary of ABSOLUT’s entry to the US Market. While honoring the past, the brand was looking forward – paving the way for visionary collaborations to come. The campaign kicked off with a launch party at an exclusive nightclub venue where the signature drinks featured in the campaign could be experienced in two ways: by the actresses and models who were recreating the worlds in live action, and the cocktails that were being served at the event itself. Following the launch, ABSOLUT staggered the release of the print creative to create a sense of discovery and demand for the next execution within an exciting and developing series.

The Situation
With the introduction of the super premiums into the vodka category, ABSOLUT had begun to lose relevance with the creative class target, suffering a loss in both quality perception and cultural relevance. No longer a popular bar call, we needed to give consumers a reason to reconsider and reengage with ABSOLUT.

The Strategy
The visionary collaboration between Ellen Von Unwerth and actresses Kate Beckinsale and Zooey Deschanel, created a celebrity platform for ABSOLUT’s reengagement initiative that would allow the brand to: • Get The Right People Talking – Harness the power of celebrity to bring ABSOLUT to the forefront of creative brands by generating coverage among the leading creative and influential publications. • Re-engage Creative influencers – Tap in to the brand’s heritage by reuniting with A-List celebrity talent who would create a positive halo effect on the brand’s image and generate incremental interest from both consumers and the press. • Encourage Brand Call – Give consumers an easy handle at the bar by building top-of-mind awareness and cultural relevance.