ABSOLUT UNIQUE - Creating Mass Individuality

It’s really nice to see Absolut doing something a little different from their normal
collaborations and city issues. In many ways the collaboration formula was/is becoming 
a little tired, with many other spirit and alcoholic brands also getting into the picture. 
Even when there is an authentic pairing, it can feel a little more like, of course, rather than
wow, great. That saying, it works and when it feels right or is surprising and exciting in
some way people talk about it, share it and buy it. 

With this project, Absolut regain some new creditability by pushing production standards
while still communicating their artist and creative values. This brings it back to the brand
rather than replying on someone else helping to hype the bottle/product like many
collaborations over the last few years and with other brands today. 




When I first saw this, I automatically saw a bigger opportunity and questioned why they
hadn’t put this online and let people create their own bottle design? So the campaign
became about a personalised uniqueness. I guess this is something they must have looked
into and found the costs too high to really create a personalised version. Maybe the core
(the masses) of the customers would also prefer to just buy something sexy, instead of
trying to spend time creating it. And then there is individual delivery logistics etc. That
saying, perhaps a small online competition or social game to create a bottle, helping
illustrate the uniqueness and concept could have been utilised… with social spreading.

But hats off to Absolut for trying this and creating mass art on a bottle, I will probably buy
one if I see one I like ;-)  The question then becomes to either keep it as art or use it for
cocktails and impress friends with, I guess Absolut would prefer I buy 2, or give one as a
present if passing through duty-free.


Of course this is all part of a bigger brand strategy to have a constant changing bottle, or
limited editions to keep the brand fresh. A lot of people I've spoken to don't like this
constant change, but if you look at most brands these days, there're all about product
evolution and extensions, creating sub brands and add-ons to existing products. Creating
new products that extend from the existing one. They did that with the flavours but they
haven't moved into Absolut mini-fridges, watches, sunglasses  or holidays yet. An Absolut
bar here and there around the world is enough! For now ;-)


There are 4 million designs to collect, distributed in over 80 markets, including U.S., U.K.,
China, France and Germany, the designs include 38 different colours and 51 pattern types.