ABSOLUT BOSTON by Ketchum New York, TBWA\Chiat\Day New York for Absolut

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ABSOLUT BOSTON

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

Credits & Description

Category: Alcoholic and Non-Alcoholic Drinks
Advertiser: PERNOD RICARD
Product/Service: ABSOLUT VODKA
Agency: TBWA\CHIAT\DAY
Agency: KETCHUM
Date of First Appearance: Aug 1 2009 12:00AM
Entrant Company: TBWA\CHIAT\DAY, New York, USA
Entry URL: http://www.absolut.com/boston
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 - In bars and on shlef in-store - August 2009
Media placement: PR outreach - Directed at local & national press - August 2009
Media placement: PR event - Unveiling the "Wall of Pride" at Boylston Plaza, Boston - August 2009
Media placement: Digital activation - Facebook page launch, ebay auction, Page take-over on Boston.com - August 2009
Media placement: Drinks activation - ABSOLUT BOSTON clubhouse at Fenway Park - September 2009
Media placement: Print - ESPN, Sports Illustrated and various local publications - September 2009
Media placement: OOH - Station Domination en route to Fenway Park; Wild Postings in downtown Boston - September 2009

Describe the objective of the promotion.
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. Reinventing a 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 & product itself. These limited edition vodkas each featured a new flavor & bottle design inspired by an American city. The goal was to strengthen brand presence in the Northeast by launching a city-inspired vodka that encapsulated the pride of Boston.

Describe how the promotion developed from concept to implementation
Every Bostonian is a Red Sox fan, a pride rooted in Boston’s baseball heritage. The bottle honors Fenway’s beloved outfield wall, the Green Monster, with the inscription: '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'. ABSOLUT reached beyond advertising to celebrate Boston’s culture through a truly local, grassroots campaign featuring local personalities, athletes and fans, generating buzz & sales throughout the Northeast through regionally targeting print, OOH, radio, interactive & viral.

Describe the success of the promotion with both client and consumer including some quantifiable results
ABSOLUT BOSTON became the #1 selling SKU of all ABSOLUT launches & #1 in sales for the spirits category. Regional leadership was re-established with improved sales & 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, PR pickup of 358 stories for 138,679,002 media impressions, & 12,700 Facebook fans.

Explain why the method of promotion was most relevant to the product or service
Activation kicked off at Fenway’s bar serving ABSOLUT BOSTON cocktails. OOH surrounded Fenway, including station dominations en route to the stadium. A tiled 'Wall of Pride,' constructed at Boylston Plaza to replicate Fenway’s Green Monster, was autographed by iconic Bostonians, including Joe Perry, Amy Poehler, the Dropkick Murphys and Red Sox players Jim Rice, Carlton Fisk & Johnny Pesky, to be auctioned on ABSOLUT BOSTON’S eBay site. A portion of all ABSOLUT BOSTON profits, including an $80,000 donation, supported the local Charles River Conservancy. 100% of the proceeds from the auction benefited the charity.