Packaging · Global · 1980
Absolut: Absolut Perfection, and 1,500 More
An apothecary-shaped bottle became the hero of one of the longest-running campaigns in advertising.
By Maer Media editorial teamPublished 4 October 20263 min readTBWAPackaging · Branding · Campaigns
- Brand
- Absolut
- Market
- Global
- Year
- 1980
- Category
- Packaging
- Agency or team
- TBWA
- Channels
- Print, outdoor, artist collaborations
The context
Absolut was an unknown Swedish vodka entering the US with an unusual, label-less bottle.
The bottle shape was a unique, ownable asset.
The move
TBWA made the bottle itself the star, with two-word headlines (Absolut Perfection, Absolut Brooklyn) and endless creative variations by artists, cities and designers.
How it was executed
- Made the bottle the hero of every ad.
- Used two-word headlines.
- Collaborated with artists and cities.
An apothecary-shaped bottle became the hero of one of the longest-running campaigns in advertising.
What happened Reported facts
The campaign ran for about 25 years with roughly 1,500 ads, and Absolut became one of the best-selling imported vodkas in the US.
Why it worked Maer’s analysis
A simple, flexible format allowed endless variety while building one brand.
What to take from it Maer’s analysis
- 01A distinctive shape is a campaign in itself.
- 02A simple, flexible format can last decades.
- 03Collaboration with artists keeps a format fresh.
Indian brands with distinctive packs can build long-running formats around them.
Where Maer applies this
The same thinking runs through these brand templates:
Sources: TBWA; Absolut history. Figures are as publicly reported; Maer Media was not involved in this work and is not affiliated with Absolut.
The Maer Media editorial team studies how brands are built, from positioning and packaging to launches and growth. Figures in each case study come from the public sources listed above; the analysis and the India notes are our own. More about Maer
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