Most likely in reaction to the fact that everyone in the world has seen an Absolut bottle, the vodka company is extending its brand interpretation by setting the bottle to music. Absolut has launched Absolut Tracks, a website that features various musical producer/DJs musical representation of the bottle. Each producer has created a “song” along with an explanation of the interpretation. If this representation of the brand becomes as embedded as the current visual campaign has, this opens up a whole new world of marketing opportunity for Absolut.
Everything from radio commercials with nothing but the music to ring tones to iTunes downloads to nightclub dance tracks. In any manner that sound can be heard, Absolut can deliver its brand “imagery.” Let’s hope they move past the current crop of electronika though.
