It really is quite a challenge to find alcohol advertisements that do not in some discriminate against or abuse a particular group. We were surprised to find that a vodka brand did make use of responsible advertising: Absolut Vodka is one of the world’s most renowned brands of premium vodka- now, that is. When Absolut Vodka was launched in 1879 it was at first unpopular for its, awkward shape and origin but because of the innovative advertising strategies, Absolut Vodka is now the leading brand in its category.
What is really interesting to note about the brand is that everything about it is characterised by its historical origins. The name customised to comply with trading policies and legal requirements in the United States, evolved from Absolut Rent Bränvin (Absolute pure vodka) to the world renowned Absolut Vodka. The bottle shape reflects the Traditional Swedish use of vodka (or more accurately, spirits) as a medicinal remedy; It is the standard shape a medicine bottle would be. Even the labelling on the bottle is unique; instead of having a printed paper label, the printing is done directly on the bottle so as not to lose the ‘clarity’ of the drink. Blue is the chosen colour for the label as it best stands out against the clear bottle.
Basically the point of all those, what we might consider, random and irrelevant facts was to highlight the precise attention to detail the absolut vodka brand employs to achieve the ultimate purpose of expanding their client base. In our analysis we attempted a similar strategy of looking for the tiniest details that might push us just that step ahead of the competition :)
Adios
Sierra
No comments:
Post a Comment