Goodbye Absolut Ads
Okay. I’m a litte sad about this. [Absolut is retiring it's world-famous print ads][1]. It’s been 25 years, and about 1,500 different versions of the ads. I think it’s safe to say the ads were iconic.
Now there are two parts to this post. One is the new ads. They’re done by TBWA/Chiat/Day in New York. So they know what they’re doing. But __they now are using the spelling Absolute__. They’ve added an e to the ads. That just screams WRONG to me. The format of the ads I’m somewhat okay with, as they seem a natural growth to the original. It’s taking the phrase aspect of before, and using the photos to support that phrase. That’s fine with me. Simple, elegant, and extending upon their established brand. __With the exeception of the extra e__.
[1]: http://www.markboulton.co.uk/journal/comments/five_simple_steps_to_typesetting_on_the_web_the_right_glyph_for_the_job/
[via]: http://www.designobserver.com/
Second is the question if it’s the right idea to ditch the ads. I don’t know the answer here. I’m split. They have at least understood the power of the past 25 years, and tried to build upon that. But all I had to see was an Absolut shape, and I’d think Absolut. I didn’t need to see any text for the ad to be effective. That’s pretty powerful.
> Even as the market shifted and rivals began to advertise on TV, Absolut stuck with the print campaign. Among the earliest ads was a signature silkscreen by pop artist Andy Warhol with the message “Absolut Warhol.” A golf green shaped like an Absolut bottle was “Absolut 19th,” while “Absolut Miami” showed an art deco bottle.
TV looks like a strong reason why they are ditching the ads. Which might be a strong enough reason. And that might be the answer. If you have strong enough reasons (re: more mindshare, more revenue) then ditching a proven success and an iconic advertising campaign could be okay. Especially if you build upon and recognize the strength in the past. ([via][via])
[1]: http://www.markboulton.co.uk/journal/comments/five_simple_steps_to_typesetting_on_the_web_the_right_glyph_for_the_job/
[via]: http://www.designobserver.com/
May 30th, 2006 at 8:37 pm
I agree, conpletely with the “e”, should not be used. However, the campaign is tired. It became too common place, and even the newer ideas blurred into what seemed so old. Its clearly time for a new campaign. I have never seen a bottle shape in nature, where it reminded me to order Absolut. However, I have seen birds fly, that have whet my appetite for a glass of Grey Goose!