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    • How To Break Into Advertising
    • The Creative Advertising Bible: The Value Of Great Guerrilla Ad Campaigns (With Examples)
    • Content Writing Vs. Copywriting: What's the Difference?
    • SEO Copywriting: How Does Search Engine Optimization Factor Into Copywriting?
    • Show and Tell: 7 Ways to Write Strong Video Copy
    • Short, Sweet, and It Sells: How to Trim the Fat From Your Sales Copy
    • Digital VS Print Ad Copy: How to Write the Difference
    • How to Craft the Ultimate Product Description
    • B2B VS B2C Sales Copy: 6 Crucial Differences You Should Know About
    • The Next Big Idea: Creative Advertising Ideation
    • Email Marketing: 12 Tips for Getting It Right
    • Landing Pages and Lead Magnets: Everything You Need to Know
    • How to Do Better Creative Advertising: Why and How It Works
    • Where to Take Copywriting Classes in the San Francisco Bay Area
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    • How to Break Into the Copywriting Industry
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    • How to Design Great Digital Ads
    • Ad Campaigns: Nike Just Do It
    • Copywriting Examples: Google Ads
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    • How to Practice Copywriting
    • How to Build a Brand With Copywriting
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    • Copywriting Grammar Review: When to Use Commas
    • Our Top 10 Conversion Rate Optimization Copywriting Tips
    • Urgent, Useful, Unique, Ultra-Specific: How to Boost Your Copywriting with the Four U’s
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Great Ad Campaigns: Absolut Vodka

It’s not often that a brand will stick with one ad creative and run with it. Most brands will change things up, bring in a celebrity or two, and some might even change their name altogether during their time in the spotlight.

But one of the most obvious and successful exceptions to these unwritten marketing rules is Absolut Vodka. Arguably one of the most well-known alcohol brands in the world, Absolut ran its familiar, fantastically simple ad campaign for 25 years.

Based on the basic concept of its name, and its iconic bottle, it’s a strategy that has worked well for the brand, and one that continues to make Absolut Vodka a household name.

The first choice for many when it comes to vodka brands, it certainly has an appeal that has stood the test of time.
​

Let’s dive into the history of Absolut Vodka’s recipe for success, and what we can learn from it.
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Image Credit: Unsplash under Creative Commons

Back to the Absolut beginning…

Founded in Åhus, Sweden in 1879 by Lars Olsson Smith, it was a strong start for Absolut vodka. It was produced outside of the capital, Stockholm, home of the then leading producer.

However thanks to a lower selling price, it soon became a popular choice for Swedish drinkers. Smith was known for providing free boat rides so that people could go and visit his distillery.


With a strong focus on quality, Smith sought to develop a new method of distillation that meant it was purified free of fusel, and purified 10 times.

This led to the birth of Renat, known as the national vodka of Sweden.
Absolut Rent Brännvin (absolutely pure vodka), became a recognized name for pure vodka in the country.


Absolut Vodka was sold exclusively in Sweden for a century, before finally being unleashed on the rest of the world in 1979.

​By this time, there were other established vodka brands like Smirnoff dominating the industry, meaning Absolut needed an edge to stand out amongst its fierce competition.


But how does a simple brand with a simple bottle stand out in a global market? ​

Absolutely pure vodka

In a bid to launch Absolut on the global market, Gunnar Broman, described as a ‘well-renowned ad man’, was brought in. Broman had already had success launching Kir wine and Pripps Blå beer in Sweden, making them household names.

Broman stuck to his guns with his vision for the bottle, which was based on an old chemist’s bottle he’d come across in an Old Town antique shop in Stockholm.

“I threatened to quit if they changed the bottle,” says Gunnar Broman.“There were no alternatives.”

​Working with designer Hans Brindfors, and later Lars-Börje Carlsson to complete the design, Broman’s version of Absolut was complete. “It’s a simple model and it’s unique, the shape is easy to fill, and you can easily work further within the same framework,” said Hans Brindfors.
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Image Credit: Unsplash under Creative Commons

Ready for take-off

At the request of Carillon Importers, the marketing for Absolut became the responsibility of Martin Landy Arlow Advertising in New York. The vodka found success on the East Coast, with Manhattan’s trendiest customers asking to try an “Absolut on the rocks”.

The bottle itself won the Art Directors Club in New York in 1981 and continued to find success, leading to an increase in production.


The name Absolut provided many opportunities for wordplay and clever imagery that proved to be a successful strategy.

​Early concepts included advertisements featuring the shape of the bottle covering Central Park in a satellite image of Manhattan with the tagline ‘Absolut Manhattan.’ 


Eventually, Absolut hit the radar of artist Andy Warhol, leading to the ‘Absolute Warhol’ campaign in 1986 - one of the first in a series of collaborations with different artists. ​

25 years of standout ads

In the 25 years that followed the initial launch, there were more than 1,500 variations of the original Absolut creative.

​Adapted around the globe to fit in with different surroundings and appeal to all audiences, it’s a tactic that ensured Absolut had mass appeal, with its simplicity reflecting the purity of this Swedish vodka. 


Unlike other companies, particularly alcohol companies that led memorable ads (Budweiser, anyone?), Absolut’s main campaign was based around print and imagery, and it was the only listing in Advertising Age’s Top 10 Ad Campaigns of the 20th Century not to use television for its campaign. 

That doesn’t mean it wasn’t featured on television, however, and the brand’s ads were even featured and parodied on Sex and the City, with one of the characters being branded the ‘Absolut Hunk’ in an ad that fictionally featured in the middle of Time’s Square.
Business Insider recently featured a rundown of 21 of the best Absolut ads, showcasing the inspiring work that took this humble Swedish vodka brand from sales of 10,000 cases in 1980 to 4.5 million in 2000.

​Absolut’s marketing budget also grew in that time, starting at around $750,000 in 1980 to $33 million by 2000.


Not many brands would be able to get away with recycling the same material for a quarter of a century, but Absolut was able to do it with ease, making it feel fresh and exciting each time. There’s even an entire blog dedicated to Absolut ads, AbsolutAds.com. ​

A new era for Absolut

Absolut’s 25-year campaign came to an end when Absolut was taken over by Pernod Ricard, who saught a fresh approach to marketing the brand globally.

The ‘In an Absolut Word’ campaign looked to encourage conversation and debate and for people to question their world and ask themselves if it could be more ‘Absolut’. 


“In an ABSOLUT World” is a powerful campaign that provides a rich framework for the ABSOLUT brand that builds on the foundation established by ‘The Absolutes’ campaign last year.

​Our consumers are intelligent, and we hope they have a gut reaction that sparks conversations and challenges them to think about their vision of an “ABSOLUT World,” said Tim Murphy, Senior Brand Director, The Absolut Spirits Company, Inc of the campaign at the time.


The aim was to ensure more involvement with audiences and bring those lasting connections into the frame. Absolut’s ‘It’s in Our Spirit’ campaign was born out of almost a year of being in a global pandemic where people were isolated from each other, looking to “inspire consumers to look forward to being together again and celebrate the great things that can happen when we come together in real life.”

With some powerful messages to share with the world, Absolut has firmly positioned itself as a brand that’s keeping up with the time.

Five lessons copywriters can learn from Absolut

There’s no denying the lasting impact a strong campaign can have when it’s done right, so what can we learn from Absolut’s legacy?
​
Here are five lessons copywriters can learn from Absolut:

1. Keep it simple

What’s incredible about Absolut’s ad campaign is how simple it was. Focusing on the bottle, which was the embodiment of the brand, meant that everything else could be kept simple around it, leading to some clever imagery that still let the bottle speak for itself.

If you try to do too much, the message is going to get lost.

2. Tell a story

Great storytelling is an essential quality in any successful ad campaign, and this was especially true with Absolut. Absolut told the story of what it was, who its fans were and what people could expect.

​More recently, this has translated into being part of important conversations and not just dismissing what’s happening in the world.

3. Connections are important

Forming a connection with an audience helps to build lasting relationships, making a brand someone’s preferred choice.

​Whether that was featuring images of location or people, Absolut was able to make those types of connections with people who would remember and recognize it - putting it in their consciousness the next time they ordered a vodka at the bar.​

4. Focus on what makes your product unique

When Absolut was first created way back in the 19th century, it was a unique product of its time. And even when it had its global launch 100 years later, a Swedish, pure vodka brand was certainly unique. Focus on what makes your product unique to help it stand out from the crowd.

5. Be bold

Who doesn’t love a little innuendo? Or a big bold statement? Absolut’s campaign was often big and challenging and certainly encouraged people to take notice.

Being bold can pay off and could be just what your creative needs.


Absolut is a great example of a brand that has taken its USP and turned it into a must-have, globally-recognized brand.

​As one of the biggest successes in the advertising world, there’s a lot to learn from the story of Absolut Vodka.
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  • Home
  • Courses
    • Copywriting 101
    • How to Create an Advertising Portfolio From Scratch
    • Direct Response Copywriting
    • 360 Copywriting Online
  • ABOUT
  • CONTACT
  • BLOG
    • Copywriting Lessons from David Ogilvy
    • 9 Copywriting Lessons from Robert Collier
    • 9 Copywriting Lessons From John Caples
    • 8 Copywriting Lessons from John Powers
    • Scientific Advertising: 10 Copywriting Lessons from Claude Hopkins
    • A Review of Current AI Copywriting Tools
    • Top San Francisco Ad Agencies
    • Learn How To Write Conversationally To Engage Your Audience
    • Top Skills for a Copywriter
    • Launch A Career In Advertising With These Top Portfolio Schools
    • UX Copywriting and Short Copy ​
    • Discover How To Write Killer Copy That Converts
    • What is Copywriting? >
      • What Alternative
    • 10 Great Headlines from Classic Ads
    • Why Tone Can Make or Break Your Copy
    • How to Use Statistics, Facts and Quotes to Craft Compelling Copy
    • Great Copywriters Use Verbal Imagery to Tell a Story
    • Master the Art of Headline Writing!
    • Here’s How to Get Portfolio-Building Copywriting Gigs
    • What Volkswagen’s ’Think Small’ Teaches Copywriters
    • 5 Brands with Amazing Copywriting Teams
    • Master Hard and Soft CTAs for Superior Sales Writing
    • The Ultimate Checklist for Blog Copywriters
    • 10 Mistakes Even Experienced Copywriters Make
    • Read These 4 Books to Become a Better Copywriter
    • Sales Writing: How to Create Attention Grabbing Headlines
    • How to Create Persuasive Sales Copy
    • Proven Copywriting Methods Emotional Advertising
    • How to Write Good Copy : Preparation Techniques
    • Copywriting Secrets: 8 Powerful Ways to Add Proof and Credibility
    • Copywriting Cheat Sheet: Write Powerful Copy Quickly and Easily
    • Copywriting Insights: How to Test Ad Copy for Best Results
    • Write Effective Ad Copy: No Fail Secrets and Tips
    • What Never to Do When Writing Compelling Copy for Sales
    • How to Write Copy That Sells – Use Benefits
    • 7 Ways to Improve Your Copy Immediately
    • A Day in the Life of a Copywriter
    • Coffee, Copywriting, and Freedom
    • Copy is Everywhere
    • Direct Response Copy Sells
    • The Pros and Cons of Copywriting Part–Time
    • Three Tips to Write Copy that Converts
    • Two of the Biggest Mistakes Beginning Copywriters Make
    • Why Copywriting Makes a Great Second Career
    • Why I Love Being a Copywriter
    • Landing Pages that Work - Copy that Converts
    • The Next Big Idea: Creative Advertising Ideation
    • Copywriting Certificates: Online Copywriting Classes
    • The Advertising Museum Tokyo: Copywriting Fun
    • How to Tell a Great Brand Story
    • 20 Great Headlines from Classic Ads
    • Top London Ad Agencies
    • The Top 10 Best Copywriting Books
    • Copywriting Courses & Resources
    • Copywriting Formulas to Write Faster: AIDA, Problem Solution and More
    • Sales Letters: Broken Down by Parts
    • Copywriting Research Tips, Tricks and Secrets
    • How to Grow Your Email List
    • What is Creative Advertising
    • Ideation and How to Find the Next Big Idea
    • Creative Advertising Methods and Madness
    • Paths to Becoming a Copywriter
    • Great Print Ads - Creative Advertising That Rocks
    • Great Outdoor Ads - Creative Advertising That Works
    • Underground Ads - Creative Advertising in England
    • 10 Great Email Subject Lines
    • Email Marketing Types: Long, Short, Creative and More
    • Email Copywriting Tactics
    • How to Grow Your Email List
    • Autoresponder Copywriting: How to Do It Write
    • Copywriting Examples: Social Media
    • 6 Free Copywriting Courses
    • Where You Can Get a Copywriting Certificate Online: Copywriting Training
    • Top American Ad Schools
    • 10 Ad Schools for College Graduates
    • These Direct Response Letters And Campaigns Delivered Great Results - Yours Can Too
    • How To Break Into Advertising
    • The Creative Advertising Bible: The Value Of Great Guerrilla Ad Campaigns (With Examples)
    • Content Writing Vs. Copywriting: What's the Difference?
    • SEO Copywriting: How Does Search Engine Optimization Factor Into Copywriting?
    • Show and Tell: 7 Ways to Write Strong Video Copy
    • Short, Sweet, and It Sells: How to Trim the Fat From Your Sales Copy
    • Digital VS Print Ad Copy: How to Write the Difference
    • How to Craft the Ultimate Product Description
    • B2B VS B2C Sales Copy: 6 Crucial Differences You Should Know About
    • The Next Big Idea: Creative Advertising Ideation
    • Email Marketing: 12 Tips for Getting It Right
    • Landing Pages and Lead Magnets: Everything You Need to Know
    • How to Do Better Creative Advertising: Why and How It Works
    • Where to Take Copywriting Classes in the San Francisco Bay Area
    • Why San Francisco Business Owners Need to Know Copywriting
    • How to Break Into the Copywriting Industry
    • What Everybody Should Know About Online Advertising Portfolio
    • Copywriting for Beginners: 10 Quick Tips
    • Don’t Let Imposter Syndrome Keep You from Writing Great Copy
    • How to Design Great Digital Ads
    • Ad Campaigns: Nike Just Do It
    • Copywriting Examples: Google Ads
    • Best Copywriting Resources: Magazines, Organizations and More
    • How to Practice Copywriting
    • How to Build a Brand With Copywriting
    • Copywriting Grammar Review: 10 Common Grammar Mistakes
    • Copywriting Grammar Review: When to Use Commas
    • Our Top 10 Conversion Rate Optimization Copywriting Tips
    • Urgent, Useful, Unique, Ultra-Specific: How to Boost Your Copywriting with the Four U’s
    • Great Ad Campaigns: Apple 1984
    • Great Ad Campaigns: “Mikey Likes It”
    • Great Ad Campaigns: "When EF Hutton Talks"
    • Great Ad Campaigns: "We Make Money the Old Fashioned Way"
    • Great Ad Campaigns: Daisy
    • Great Ad Campaigns: Absolut Vodka
    • Top San Francisco Ad Agencies
    • Top 6 1960s Ad Campaigns and What You Can Learn From Them
    • Top 10 1970s Ad Campaigns and What You Can Learn From Them
    • Top 7 1980s Ad Campaigns and What You Can Learn From Them
    • Top 10 1990s Ad Campaigns and What You Can Learn From Them
    • Why Does Creative Advertising Matter?
    • How Can AI Copywriting Tools Make Me a Better Copywriter?
    • Why Should You Enter Advertising Contests as a Copywriter?
    • 10 Tips for Writing Captivating Social Media Copy
    • Tips for Improved Direct Response Copywriting
    • Copywriting Pro-Tip: Highlighting Benefits Over Feature