Absolut: ABSOLUT ORIGINALITY

Credits & Description:

Type of entry: Packaging Design
Category: Premium Brand
Advertiser: THE ABSOLUT COMPANY
Product/Service: ABSOLUT VODKA
Agency: HAPPY TEAR Stockholm, SWEDEN
Client: THE ABSOLUT COMPANY
Product: ABSOLUT VODKA
Entrant: HAPPY TEAR Stockholm, SWEDEN
Type of Entry: Packaging Design
Category: Premium Brand
Entrant Company : HAPPY TEAR Stockholm, SWEDEN
Advertising Agency : HAPPY TEAR Stockholm, SWEDEN
Creative Director: Magnus Skogsberg Tear (Happytear)
Account Director: Joakim Pettersson (Happytear)
Production Manager: Susan Norrgårds (Happytear)
Art Director: Ola Johansson (Destrito)
Photographer: Magnus Torsne (Hall/Lundgren)
Retouch: Andreas Lindström (Bildinstitutet)
Brief Explanation:
Key objective was to deliver an integrated Absolut Vodka End of Year Limited Edition bottle that is globally relevant and easy for the markets to activate, as well as to re-claim the Nova blue color and to continue the success of the End of Year Limited Edition products such as the Absolut Unique.
Describe the brief from the client:
The Absolut Company came with a brief to produce a creative concept for both a 360 campaign and a bottle design that would communicate the distilled essence of Absolut Vodka, elevating the color Nova blue into a symbol of creative expression, disruption and premiumnes. The design task and strategic intend was to gain visibility in-store and to drive sales while claiming the color blue and re-igniting the association between blue and Absolut Vodka to build brand equity.
Design Process:
The innovation technique of getting the cobalt blue color randomly into the glass-making process inspired to a clean cut label design as opposed to the traditional logo applied directly onto the bottle via screen printing. This label design was a tribute to the medicine bottle which served as a role model for the first Absolut Vodka bottle launched in 1979. To communicate the exclusivity of the product each label carries a limited edition number creating a parallel with the art world. Logotype was executed in metallic blue, complimenting the blue streaks playfully positioned in the glass.
Results:
4 million bottles were successfully ordered by markets and activated across the globe, driving premium price position during holiday season, when prices usually drop.