Absolut: ABSOLUT VODKA ROCK

Credits & Description:

Category: Best Use of Merchandising/In-Store Marketing, including Promotional Packaging
Advertiser: THE ABSOLUT COMPANY
Product/Service: VODKA ROCK EDITION
Agency: FAMILY BUSINESS
Date of First Appearance: Sep 1 2009 12:00AM
Entrant Company: FAMILY BUSINESS, Stockholm, SWEDEN
Creative Director: John Lagerqvist (Family Business)
Creative Director: Mårten Knutsson (Family Business)
Art Director: John Lagerqvist (Family Business)
Art Director: Fredrik Lindquist (Family Business)
Designer: John Lagerqvist (Family Business)
Designer: Fredrik Lindquist (Family Business)
Illustration: Gabriella Agnér (Family Business)
Copywriter: Tove Norström (Family Business)
Graphic Design: Christian Styffe (Family Business)
Sourcing Director: Christian Westerberg (Family Business)
Account Director: Tina Söderberg (Family Business)
Account Manager: Frederika Curry-Ohlson (Family Business)
Account Assistant: Cilla Hettman (Family Business)
Additional Concept Executions: TBWA (TBWA)
Media placement: Leather Clad Bottle - Supermarkets, Bars, Lifestyle Retail Etc. - 17 August 2009
Describe the objective of the promotion.
Drive brand while selling millions of bottles of Absolut. Defend the brand against price-offs in the busy holiday season.
Describe how the promotion developed from concept to implementation
We developed a number of implementation concepts, and they were all executed. The Rock energy field also inspired local markets later on, but none of them are included in this entry.
Describe the success of the promotion with both client and consumer including some quantifiable results
Absolut have been doing end-of-year promotions for several years now. Absolut Rock Edition were used by more markets the the previous ones, and outsold them by millions.
Explain why the method of promotion was most relevant to the product or service
In retail environments relevant to Absolut, using traditional POS material is almost impossible. The bottle itself is always relevant. Therefore, using the bottle as the main point of communication is the best way to make sure that the campaign is implemented on hundreds of thousands of outlets.