An Absolut World

I have always been intrigued by the brand Absolut, even before I, for the first time tasted the transparent, not very well tasting, liquid. Even though I’m not a great vodka fan, Absolut has always reigned as my favourite among liquor brands. Its clean and its simple. It has incredible branding and always great packaging. And part of my love for it might lie in the fact that we share the same Swedish origin.

Absolut has launched a bottle design called Absolut Rock, and as part of the new ‘Absolut World’ concept they have released a new campaign with the pay off “In an Absolut World you’re with the band”. On the website you get to follow how Absolut introduces music photographer Danny Clinch to the Australian band Wolfmother. Together they are documenting Wolfmother on tour and in the studio.

Both videos and photos are featured on the site, and together with the website the total impression is really nice. Also the bottle looks amazing.

However, I am missing the Social Media element. Users are not even able to leave comments. I believe that there are plenty opportunity to create an engagement around this campaign, but it seems like Absolut wasn’t willing to take it all the way.

I am willing to call it a good execution, not an Absolut one.

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posted: November 5th, 2009 | by: Christian | perma: link | 1 Comment »

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