Absolut Vodka Analysis
Page 1 of 18
Abstract:
The Absolut Vodka advertising campaign has been running non-stop since 1981. It’s been over 20 years, which in advertising, is practically forever. Industry insiders hail it as one of the most successful campaigns in the history of advertising.
It is rarely that one comes across ads which cut on the copy to focus on the visual appeal. Absolut Vodka is one such campaign. The star of the ads is always the beautiful, artful, chameleon-like bottle from Sweden. It’s brilliant because it focuses on the visual to convey the message.
The Absolut ads are celebrated as much for their ingenuity as their longevity. They are full of wit, artistry, and imagination as they deftly communicate the brand’s values, often containing little challenges to the reader to interpret just what’s happening inside the ad.
The advertising campaign has won many awards, including charter membership in the American Marketing Association’s Marketing Hall of Fame. It was inducted into the Hall of Fame in 1992 along with just two other brands: Coca Cola and Nike. The advertising campaign was conceived by TBWA Advertising.
In the ensuing report, I am going to analyze the print ads for this brand and the role it played in shaping the destiny of ABSOLUT. I will attempt to uncover the intriguing usage of symbols and signs used to convey the message of the brand. There are a variety of themes that the agency worked on e.g. Product, Objects, Cities, Art, Holidays etc.
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Absolut Beginning:
While taking a look at the communication messages and making meaning of it, it was necessary to delve into the past of the brand (before the whole ad campaign was planned). The reason we’re doing this is to trace how the layers kept adding up to the brand imagery. • • • • • • • • • •
Absolut Vodka is a Swedish brand of vodka, produced near Åhus, Scania, in southern Sweden Although, it was an unrefined product, it nonetheless contained some of the world’s
Abstract:
The Absolut Vodka advertising campaign has been running non-stop since 1981. It’s been over 20 years, which in advertising, is practically forever. Industry insiders hail it as one of the most successful campaigns in the history of advertising.
It is rarely that one comes across ads which cut on the copy to focus on the visual appeal. Absolut Vodka is one such campaign. The star of the ads is always the beautiful, artful, chameleon-like bottle from Sweden. It’s brilliant because it focuses on the visual to convey the message.
The Absolut ads are celebrated as much for their ingenuity as their longevity. They are full of wit, artistry, and imagination as they deftly communicate the brand’s values, often containing little challenges to the reader to interpret just what’s happening inside the ad.
The advertising campaign has won many awards, including charter membership in the American Marketing Association’s Marketing Hall of Fame. It was inducted into the Hall of Fame in 1992 along with just two other brands: Coca Cola and Nike. The advertising campaign was conceived by TBWA Advertising.
In the ensuing report, I am going to analyze the print ads for this brand and the role it played in shaping the destiny of ABSOLUT. I will attempt to uncover the intriguing usage of symbols and signs used to convey the message of the brand. There are a variety of themes that the agency worked on e.g. Product, Objects, Cities, Art, Holidays etc.
Page 2 of 18
Absolut Beginning:
While taking a look at the communication messages and making meaning of it, it was necessary to delve into the past of the brand (before the whole ad campaign was planned). The reason we’re doing this is to trace how the layers kept adding up to the brand imagery. • • • • • • • • • •
Absolut Vodka is a Swedish brand of vodka, produced near Åhus, Scania, in southern Sweden Although, it was an unrefined product, it nonetheless contained some of the world’s
References: http://en.wikipedia.org/wiki/Body_piercing http://en.wikipedia.org/wiki/Body_piercing http://home.swipnet.se/~w-33318/websolut/history.htm http://en.wikipedia.org/wiki/Absolut_Vodka http://adsoftheworld.com/media/print/absolut_vodka_choir?size=_original Absolut Book- Richard W. Lewis http://www.saskschools.ca/~gregory/chr/symbols.html http://www.absolutads.com/gallery/reklama.php?id=429 http://rbth.rg.ru/articles/2008/01/30/vodka_companion.html Page 17 of 18 Page 18 of 18