Wouldn't changing the look of the product just convince consumers that it's junk? Those tactics might work for sodas and cereals, even beer, but I think . . . uhh . . . vodka consumers might be turned off by the look of new "Clear" Absolut.

I think the only thing they could change is the ads, which would be pretty dramatic if they did. The theme for the ads could just be people expressing shock at not seeing that darned 'ol bottle outline.

I agree -- the ads have got to go. I too have been wondering for years when they will stop flogging that corpse of a marketing campaign. I think even Adbusters has given up spoofing them.

In general I am not in favour of changing branding (sorry David), unless the original sucks, which Absolut's clearly doesn't.

The bottle, though ... I wonder if they've painted themselves into a corner by making the shape of their bottle such a strong brand identifier? We're so used to seeing it used cleverly (or attempted pseudo-cleverly) that any reference to the bottle at all would appear lame. Vodka being a colourless liquid, that poses a challenge.

BTW, who is #1 in Vodka?

BTW, who is #1 in Vodka?

Smirnoff.

If I had to choose between distribution leverage and coolness, I would choose distribution leverage.

The other thing to remember is fear. And I would say mostly it is the poor ad agency or brand consultancy responsible for such a change. Nothing Absolut can do will ever top the current ad campaign, I have the feeling that anything they would try would be considered a failure because of the success of the current campaign. So I don't see them making that change anytime soon, they would need a whole new, younger, generation of drinkers that are not so attached to the Absolut ads to be able to make a change.

The shape of the bottle should not go away… that would be the only remnant and connection to the original brand. I have also always liked their bold logo with the scripty font with the description.

I have the feeling that anything they would try would be considered a failure because of the success of the current campaign.

The current campaign is a failure. It is no longer cool and consumers no longer notice it. Great brands evolve with time. Ad campaigns evolve with time.

Changing something about the brand will say to consumers, "Hey, remember us, we make vodka, we're still here."

The bottle decoration and shape are pretty minimalist in nature, so there's not much you can do without a complete overhaul, and I think that's a mistake. They have instant shelf recognition based on that shape and it would be foolish to toss it.

If I had to choose between distribution leverage and coolness, I would choose distribution leverage.

The paradox in this statement is that coolness can be a major driver of distribution leverage in this category. I remember discovering Absolut in my, um, high school years, solely because the ad campaign made it the cool Vodka to, um, surreptitiously, drink. An entirely reconceived marketing campaign to reestablish their club cred is exactly what they need. Maybe they can play off the ultimate hipster irony — market it as the unhip Vodka, which will, of course, get all those trucker cap-wearing freaks in Williamsburg to instantly crave it.

Maybe they can play off the ultimate hipster irony — market it as the unhip Vodka, which will, of course, get all those trucker cap-wearing freaks in Williamsburg to instantly crave it.

Yes. If they marketed it as an "Old Reliable Method to Gettin' Drunk" that would be the next best way.

Marian wrote:

The bottle, though ... I wonder if they've painted themselves into a corner by making the shape of their bottle such a strong brand identifier?

Identifiable bottle shapes have worked for hundreds of years for wines. For example: the long, thin -- and may I say 'beautiful' -- neck of a riesling.

As for Absolut, I fear they slit their own throats when they began that hallowed campaign. I remember thinking what David's proposing at least ten years ago -- when C-level artists were interpreting the bottle. Once you hire Romero Britto, how could it do anything but slip into irrelevance?

i don't see a need to change the bottle, nor the logo. both are well recognized icons. there is no reason why they can't stay and support, but not be the main focal point. others do it.... coke, heinz, grolsch come to mind. my guess is that part of their declining sales are that there are all these new players in the marketplace and the wealth is spread out more. so i don't think branding alone can be blamed. i'm not saying their brand campaign shouldn't change -- it should, but they should be able to build on the equity they have established rather than abandoning it. (i'd be willing to take that assignment...)

i'll agree with just about everyone. the bottle and visuals should remain. the ad campaign needs to end. NOW.

i wonder if so much blame should go on them, though? i'm no expert on vodka (the marketing part, anyway) but i'm sure the industry has changed over time. i see a lot more small distribution high-end vodkas. a lot of these are regional. in minnesota a minnesota-grown vodka called shakers sells very well and has canibalized the mid-hi to high brands like finlandia, skyy and grey goose. minnesotans love to buy local, though.

Identifiable bottle shapes have worked for hundreds of years for wines. For example: the long, thin -- and may I say 'beautiful' -- neck of a riesling.

Yes but Absolut is the only company that essentially created a logo and a sight-gag out of their bottle shape. Many of their current, lamer ads are essentially "where's the bottle shape in this picture?" So now ANY campaign that features the bottle at all (for the sake of argument, say, a "beautiful women drink Absolut" style campaign featuring The Woman, The Drink and The Bottle [and this is NOT what I'm suggesting they do]) immediately becomes an even lamer "where's the bottle?". Get what I mean?

I'm not suggesting they change the bottle, but I do think they have a problem in retraining us not to think of the bottle shape as a sight gag. Or of somehow marketing a colourless liquid without the bottle. (Hmmm. I'm already starting to think of some possibilities.)

Actually, although I think that the logo, the bottle and bottle graphics should remain the same, I do think they're perfectly poised to pull a Nike and use only the bottle shape as their logo identifier on whatever advertising they use.

Smirnoff, eh? I can't picture a Smirnoff ad. I'm sure I've seen them, just don't know what they're like. Why is Smirnoff #1? What's the history of Absolut? Where were they positioned before this legendary campaign? Interestingly, I CAN picture the Stolnachaya ads, simply because they're dreadful. There's a lesson in here somewhere.

> What's the history of Absolut?

Marian, I was going to go on a whole diatribe about Absolut, but thank God I found this page because I don't have to write it and I would have probably gotten a lot of facts wrong. I was a huge Absolut ad fan. Huge! And I liked to drink it too.

Marian, I think the Smirnoff TV campaigns is what drove their sales. Those impossibly cool parties (impromptu parties) where they pause a frame and insert witty text or thought bubble or whatever. I remember they had one in a subway.

And frankly, their product is really good (Smirnoff Black Ice is smooooth).

I think Smirnoff's current campaign is "What's your mix?" The one with the addition and equations metaphor. It's kind of witty, actually.

Why is Smirnoff #1?

It may not be the answer you're looking for, but because it is in the most bars poured in the most drinks. In addition to having a loyal following and decent advertising, it is one of those liquors that is put in drinks when no brand is specified and the bar is too nice to use Banker's Club vodka. This also happens with Bacardi, Cuervo, Jack Daniels, etc. You have to specifically order Absolut to get it. The problem is there are so many other premium and ultra-premium vodkas, that Absolut is specified less and less. This will only get worse over time when the other vodkas gain popularity and distribution.

Armin, that site is pure spin.

The 100 year anniversary of "Absolutely Pure Vodka" - What does that mean? Absolut was a marketing invention in 1979. I believe they launched with the largest ad budget in the industry.

I was a huge Absolut ad fan. Huge!

13 year old girls thought this was cool like 15 years ago

How old are you, Armin?

Armin, that site is pure spin.

I think that is almost all taken verbatim from the Absolut Book. But I could be wrong.

How old are you, Armin?

Old enough to whoop your ass*, why?

* I mean this in the most friendly way, I would not actually whoop David's ass… unless they messed with the IBM logo.

I think that is almost all taken verbatim from the Absolut Book.

Oh, then it couldn't possibly be spin.

And frankly, their product is really good (Smirnoff Black Ice is smooooth).

The company that makes that beverage only licenses the name. None of the malt beverages have any actual liquor in them, they only use the name to sell them.

i see a lot more small distribution high-end vodkas.

This has a lot to do with it, especially with casual drinkers. They don't care so much for the differences as what is the hip drink. Being a vodka drinker myself, I drink what I like and am very particular about my vodka (which happens to be Absolut). If I go out and want a vodka-7 and they do not have Absolut, I will get my second favorite beverage, MGD. Most vodka drinkers I know are this way. I knew a lady who would only drink cheap "house." Why? Because everything else gave her heartburn.

Anyway, I agree that the advertising campaign needs to be changed, just don't change my bottle or logo, I'd be lost at the bar when I can't talk.

David, something tells me you know something we don't know, seeing as last time I checked FutureBrand was doing brand consulting for Absolut. Are you trying to set us up for some new launch, or looking for informal insight to base upcoming work on? Just curious.

Personally, I don't fault them for where they are. They went from nowhere to third-largest spirit based solely on marketing/advertising. They pretty much singlehandely reinvigorated the vodka segment, and in the process probably even helped their competitors, bringing people to drink vodka. And I'm not sure where your info is coming from, but according to their press releases, shipments went up 8% last year.

That said, I agree the ads have started to run out of legs. But how many campaigns last 20 years? Like others, I think the key to reinvigorating still lies in building on their core assets, namely the bottle, logo, and clever advertising.

One thing that's important to note is that they didn't build their success by being first into any segment. There were citrus-based vodkas before them, but now they dominate with Mandrin and Citron, which I believe are the #1 and #2 flavored vodkas (or at least they were a year ago when I last did work for them). Sure, they've been eclipsed in cool factor over the last couple years by the "ultra-premiums" but they have one of their own in the works. How well it will do depends solely on their marketing. Because the reality of it is the average drinker cannot tell the difference between vodkas in a blind taste test.

David, something tells me you know something we don't know, seeing as last time I checked FutureBrand was doing brand consulting for Absolut.

Oh, was that you in the staff meeting this morning? What does, "seeing as last time I checked" mean, anyway? I am unaware of any work that FutureBrand has done or is currently doing for Absolut. I believe you are wrong.

Are you trying to set us up for some new launch, or looking for informal insight to base upcoming work on? Just curious.

No.

And I'm not sure where your info is coming from

Liquor Handbook by Adams Business Media

That said, I agree the ads have started to run out of legs. But how many campaigns last 20 years?

The first sentence applied 10 years ago. The campaign lasted 20 years because of inertia not because it was relevant.

What does, "seeing as last time I checked" mean, anyway? I am unaware of any work that FutureBrand has done or is currently doing for Absolut. I believe you are wrong.

When I was at G2, I seem to recall FutureBrand's name coming up once. In relation to what, I don't remember, so I could be mistaken. When I was just reading through Absolut's press releases, I came across this: "The success of our last seven months can be attributed to our well established partnership with FutureBrands, a focused marketing effort and strong sales of our new flavor - ABSOLUT VANILIA," says Bengt Baron." which made me think there was some sort of long-standing relationship. Is FutureBrands a different company?

Yes Futurebrands is a different company. I believe they market and distribute spirits in the US.

so I could be mistaken

Apology accepted.

Yes Futurebrands is a different company.

Gotcha, that's what I get for reading quickly. BTW, I didn't really think you would be using SU for research or ideas!

Anyway, I agree the ads need some serious thought and new ideas. But I think it would be a huge misstep to denounce the core brand elements that they have (such as change the bottle or label) just for the sake of change. And I would guess that mixing the cachet of "In" brands with the sales numbers of "high-volume" brands is exactly where they want to be. But that's always a tricky balance in the consumer's view.

absolut as a brand is strong as it is. i really don't think they should repackage. the bottle shape is as a part of their brand as the logo.

a great example of Absolut using the shape in their promotional efforts can be seen in Mulit a 45 MB short "Bollywood film" that stars a hairdresser who falls in love with one of his clients and in doing so, ends up fashioning the world's first mullet. look for all the bottles throughout.

As far as a new ad campaign, I think they are already doing it. Absolut does some advertising in this magazine that I have been helping design. The ads are completely different than the usual ads we see wallpapering teenage bedrooms. These ads are all black and have minimal type. The only images are plain close up literal photos of the bottle with some condensation on the black background. The copy talks about various things and emphasizes their distilling (or lack therof) process and their history. Has anyone else seen these?

A tangent--that's somewhat design related--is that alcohol products may have to include nutritional information soon. Consumer groups are advocating calories, serving sizes, and alchol content positioned someplace on the beer, wine, and liquor we drink. Will companies like Absolut have to redesign their packaging to accomdate? Or will some FDA regulated label be thrown on with little consideration?

here's an article and the website of the shakers brand i mentioned above. they have a pretty cool idea for marketing...pretty much branding it as the great american vodka. it is pretty good, though i'm more of an irish whiskey fan.

Perhaps its a tribute to the durability of its classic campaign, but I can't believe someone hasn't mentioned that Absolut set aside the usual print ads recently. (Though I can find no reference to them on the Web site and 15 pages into image.google.com turned up nothing.) The new ads featured macrophotography of the insignia pressed into the bottle and had a deep, dark blue tone to them. Ring a bell?

The Absolut site, however, is deeply steeped in the previous long-running campaign, which does seem painfully 80s (even if some of it is deliberate.)

I think that the ABSOLUT ads have become brands themselves, and for any company to give a up a brand is extrememly difficult