GREAT STRATEGY HAS A CLEAR VISION
A disruptor in the sector; the Absolut Vodka packaging masterfully pays homage to its origins whilst remaining distinctively creative and bold in its approach.
Absolut Vodka clearly highlights what differentiates its brand from competing ones; the holistic journey of crafting its product, its commitment to the source and community involved in the production process. Focusing on consistently communicating the tradition and provenance of the product – from seed to bottle – reassures consumers that Absolut Vodka has remained as high quality as sustainable in its approach throughout the years; its core values never-changing.
Inspired by an 18th-century medicine bottle; Absolut Vodka’s iconic transparent, label-less bottle is immediately recognisable.
Always in the pursuit of perfection, the brand decided to transform its bottle shape despite being well-loved for generations. Whilst quite risky, the selected group of creatives ensured that the new bottle remained recognisable and encapsulated everything the brand claims to be – original, creative and bold. By featuring an elegant, hand-drawn expression, the vodka brand remains true to its Swedish roots; nodding to the provenance, care and craft of Absolut’s One Source, One Community brand story.
GREAT BRANDING ALIGNS WITH WHAT THE COMPANY STANDS FOR
Absolut Drop celebrates a colourful and free world where racism, sexism, homophobia and fear do not exist; the ink of various hate signs was repurposed to design the striking bottle.
The Absolut Vodka packaging refresh masterfully places the brand in an advantageous position to “face the future by further renewing its creative expression”. Ever since its collaboration with Andy Warhol, who created the famous print campaign in the 80s, Absolut Vodka has used its branded communications uniquely. Unlike its competitors, who primarily use traditional ads, Absolut Vodka’s strategy relies on promoting artistic interpretations of the iconic vodka bottle; cleverly setting the brand apart in the market and further capturing the consumer’s eye.
Absolute World; the joyous limited edition release, celebrates a borderless world united in love, friendship and peace.
Fresh and innovative, the Swedish brand builds on the flexible identity of the brand, its visual language evolving for seasonal campaigns or limited-edition releases. Pushing the creative boundaries further, the brand plays on the ‘Absolut _____’ messaging to boldly communicate its brand values and advocate on social matters; Absolut World – celebrating global unity, Absolut Drop – supporting the LGBTQ community, Absolut Comeback – supporting and encouraging sustainability.
GREAT PACKAGING ELEVATES THE PRODUCT OFFERING
Absolut Vodka’s gift packs each have a distinct illustration style; the shapes and bright colours cleverly indicating the flavour of the drink inside.
Taking on the unique shape of an 18th-century medicine flask found in an antique store in Stockholm, the pack form itself is a branded icon. The heritage seal features an illustration of L.O. Smith, the man behind the pursuit of making absolute pure vodka; its inclusion symbolising the high-quality of the alcohol contained inside and referencing the history of how the production of vodka has been passed down from generation to generation. A challenger of the sector’s status quo, Absolut further disrupts the category by avoiding formulaic labels that feature ingredient cameos, adopting instead unconventional ones that capture the essence of flavour through art.
‘Bottle made of bottles’; Absolut Comeback is made with over 41% recycled glass. To inspire its consumers to become #recyclingheroes, Absolut also introduced a free guide to circular living.
The striking designs allow the brand to stand out on shelf and immediately communicate the energy and vibrancy characterising Absolut Vodka. The purity of the bottle design not only reflects the authenticity of the product but also offers flexibility in allowing the brand to collaborate with various artists and easily expand its range; making Absolut Vodka a desirable collectors’ item. Apart from connecting to the younger audience, the featured contemporary and abstract art has a stronger global appeal. The desire to acquire such bottles is elevated by special releases that create demand for the one-off limited designs, such as the range inspired by various cities and their distinct cultures.
Iconically contemporary; Absolut’s collaboration with Dr Lakra – a tattooist and artist – pays homage to the Mexican culture by featuring symbols of the Mayan culture.
NEED HELP INSPIRING?
If you need help creating a brand that pushes creative boundaries and inspires change, we’d like to offer you a complimentary strategy call with our Managing Director and Head of Strategy, Grant Davidson. Having nearly 30 years of industry experience working with groundbreaking brands, Grant has the experience and knowledge necessary to identify your core brand strategy and communicate it effectively.