Absolut Rebrands With Older-Focused Iconic Imagery


We aren't normally a fan of iconic brands drastically changing their image, logo, tagline and overall marketing but we've taken a quick look at the new Absolut campaign from TBWA/Chiat/Day New York and we like it. We really like it. Gone is the bottle, mostly, and gone is the print heavy focus. TV has been added to the mix showing iconic imagery such as an image of Steve McQueen with the tagline, "The Absolute Man," an image of the Statue of Liberty with the tagline, "The Absolute Welcome" and an image of the moon rover with the tagline, 'The Absolute Road Trip." Clearly, the over crowded, hipsteresque vodka landscape has required a different tact for Absolut to set itself apart. This just might work.

by Steve Hall    Jan-17-06   Click to Comment   
Topic: Brands, Campaigns, Creative Commentary, Opinion, Television   

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Wonder how many hours were spent arguing with the client regarding the spelling of Absolute?

Posted by: Bob on January 17, 2006 10:48 AM

Love that screencap of Akira. Truely the absolute anime!

i hope they are able to keep up with that and associate with true absolutes as opposed to things that are just well known.


Posted by: Dario Meli on January 17, 2006 2:51 PM

Last time I checked, there should be synergy in marketing your product. Last time I looked at a bottle of ABSOLUT Vodka, there was not an E at the end of the brand name...but there is in the new marketing campaign. I guess the next time you go to the liquor store you'll see the name on the bottle as ABSOLUTE. If not, somebody is not doing their job.

Posted by: Greg Gillispie on January 17, 2006 5:24 PM