Why the Absolut Campaign Switch Worked

Last year, Absolut abandoned its classic “bottle” ad campaign. That long-running series of ads featured the shape of an Absolut bottle cleverly concealed in an illustration, and was largely responsible for establishing Absolut vodka as one of the most popular and well-recognized brands in the spirits field. I was surprised by the change, but even wildly successful ad programs eventually have to break with the past. The good news for the makers of Absolut is that their new campaign, “An Absolut World,” has bumped their sales by almost ten percent according to a new story in Breaking With Bottle Fires Up Absolut Sales. I think that the neuromarketing similarities of the two campaigns explain why there was no loss of momentum. […]