Over the years, since Absolut vodka’ Swedish manufacturers first set to export the product in 1979, the vodka has not only become one of the most popular and best selling liquors in the world but has also come up with some of the most catching adverts promoting liquor…
The campaign spans online advertising, television, events, social media and print. Four young artists are featured, and who Absolut describes as “daring spirits with a dedication to continuously transform the possibilities of personal expression.” It has as its core message the fact that young adults can free themselves from the idea of predetermined life events that might control their future. Though previous campaigns have also tapped from art, Transforming Today seems to be more active in transformation stimulation and in pushing forward the cultural scene. The artists making up the creative team in running the campaign includes a French national who does music, design and illustration apart from being a director, a digital media artist from America, an emerging fashion designer from France and a graphic novel artist from Brazil.
It targets urban millennial who connect with creativity and who have the belief that the future is not written but to be created, which they can together with helping shape society. Its TV adverts run in sixty or ninety seconds of the three featuring together doing their work with thirty seconds spots for each of the artists. The online advertising appears on sites related to creative disciplines that the four artists work in, including music, design and fashion. The social media campaign involves engagement and outreach through the brand’s Twitter and Face book accounts, also through other artistic communities’ sites.
From this promotional campaign, I think Absolut is in a bid to change its image as perceived by every member of the society. The approach is wisely calculated to draw every member of the society’s positive perception of its intent. The campaign casts an overall image of responsibility and positive thinking and action that would ultimately benefit the individual and society. It comes about as trying to shake off ...
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