Hosting is exciting, you get to curate your own party. The snacks, the music, and most importantly the drinks.
You grab some craft beers because you’re an adult now, and that’s what adults drink. And then you grab some vodka, the life of the party.
What type do you reach for? There’s absolutely only one right answer. Absolut Vodka. But it wasn’t always this way.
Back in 1980 Absolut was a tiny player in the vodka market, only selling 10,000 bottles per year and capturing just 2.5% of the market.
But their ill fate didn’t last too long. Legendary Advertising Agency, TBWA, came to save the day and the longest uninterrupted ad campaign ever ensued: The Absolut Bottle.
But why was it so successful? Absolut Vodka leaned into their USP, used verbal and physical puns, and leveraged mass personalization.
At the forefront of The Absolut Bottle campaign was their bottle. It became the hero in every ad. Whether it was a silhouette or physical image, the shape of the Absolut bottle became iconic.
They knew this and ABSOLUTely leaned into it.
Just take a
Once they understand the pun, a feeling of being let in on a secret arises. And you and I both know that nothing makes us want to spill the beans more than being let in on a secret.
A perfect recipe for word of mouth Marketing (or WOMM as we call it in my household LOL).
Absolut began to gain traction with their first handful of ads. Their vodka was now being sold all over the globe. A common pitfall of brands that see success is they become distant from the consumer.
That intimate feeling you had with the brand vanishes once the big $$ starts rolling in. Absolut took a different route and became more in touch with their audience through their personalized geographic ads.
Consumers don’t feel like they’re being sold to, they feel like they’re being understood. Now it’s got to be 5 o’clock somewhere? JK you did not just read that.
