In 1981, Absolut Vodka launched the longest-running print ad campaign ever.
The Swedish brand produced 2000 ads in 25yrs, all in the same format. Its success — with help from Andy Warhol — is a testament to the persuasive power of repetition.
Here's the story 🧵
The Swedish brand produced 2000 ads in 25yrs, all in the same format. Its success — with help from Andy Warhol — is a testament to the persuasive power of repetition.
Here's the story 🧵
Absolut Vodka was founded in 1879 by Lars Olsson Smith. In 1917, Sweden's state alcohol maker (Vin & Spirit) took over the operation.
By 1979 — a hundred years after its founding — Absolut went global and entered a crowded US vodka market (w/ no brand and a plain-ish product).
By 1979 — a hundred years after its founding — Absolut went global and entered a crowded US vodka market (w/ no brand and a plain-ish product).
While vodka brands competed on taste, ad agency TBWA advised Absolut to market itself on the aesthetics of its bottle (designed as a 19th-century Swedish pharmacy vial).
The first ad — in 1981 — was the bottle matched w/ a pun ("Absolut Perfection"). No models. No celebs.
The first ad — in 1981 — was the bottle matched w/ a pun ("Absolut Perfection"). No models. No celebs.
The idea took off in 1985, with the help of Andy Warhol. While Warhol wasn't a drinker, he was "enthralled by the artfulness" of the bottle.
Absolut turned a Warhol painting into an ad ("Absolut Warhol"). It blew up.
Absolut turned a Warhol painting into an ad ("Absolut Warhol"). It blew up.
After Warhol's magic touch, other major artists and cultural figures wanted their version of the Absolut Ad:
◻️ Keith Haring (grafitti artist)
◻️ Kurt Vonnegut (writer)
◻️ Manolo Blahnik (fashion designer)
◻️ Keith Haring (grafitti artist)
◻️ Kurt Vonnegut (writer)
◻️ Manolo Blahnik (fashion designer)
With the wave of artist collaborations, the bottle's shape became iconic and instantly recognizable.
The "bottle + pun" template could tackle any subject and would be rehashed 2000 times over a 25-year span.
The "bottle + pun" template could tackle any subject and would be rehashed 2000 times over a 25-year span.
Once Absolut found a winning marketing formula, it made sense for Vin & Spirit to keep spending.
The brain has two competing desires: familiarity (which provides comfort) and novelty (which fulfils our curiosity).
Slightly riffing on the bottle's design met both desires.
The brain has two competing desires: familiarity (which provides comfort) and novelty (which fulfils our curiosity).
Slightly riffing on the bottle's design met both desires.
The related marketing heuristic is "The Rule of 7": a prospect needs to hear a message at least 7x before taking action.
And don't forget the power of *spaced repiition* for awareness and memory recall:
And don't forget the power of *spaced repiition* for awareness and memory recall:
The masterstroke for Absolut was localizing the campaigns. When the bottle silhouette was tied to a city, it was instantly recognizable for the consumer and benefitted from the nostalgia.
The geographic possibilities were endless (check out, Texas!) and gave Absolut another avenue to fulfil Napoleon Hill's famous quote: "Any idea, plan, or purpose may be placed in the mind through repetition of thought."
When the print-only campaign started in 1981, Absolut sold 20k cases of the vodka.
By the time it ended in 2006, Absolut was selling 5m bottles a year (~50% of US imported vodka bottles).
Absolut went from unknown to dominant thanks in part to a simple idea...repeated 2000x.
By the time it ended in 2006, Absolut was selling 5m bottles a year (~50% of US imported vodka bottles).
Absolut went from unknown to dominant thanks in part to a simple idea...repeated 2000x.
If you enjoyed that, check out my Saturday email on business and tech. Previous bangers include:
• Why is Linkedin so cringe?
• The psychology of Apple packging
• Amazon's best acquisitions ever
trungphan.substack.com
• Why is Linkedin so cringe?
• The psychology of Apple packging
• Amazon's best acquisitions ever
trungphan.substack.com
Sources
Smart Insights: smartinsights.com
First Version: firstversions.com
Insider: #absolut-texas-2002-20" target="_blank" rel="noopener" onclick="event.stopPropagation()">businessinsider.com
Fast Company: fastcompany.com
Smart Insights: smartinsights.com
First Version: firstversions.com
Insider: #absolut-texas-2002-20" target="_blank" rel="noopener" onclick="event.stopPropagation()">businessinsider.com
Fast Company: fastcompany.com
One more thing: A sure sign of cultural clout is a good parody. Here's one called Absolut Impotence with a savage Shakespeare line from Macbeth: "[Drink] provokes the desire but takes away the performance".
4 more solid Absolut ads
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