Making an “Absolut” Splash
AdAge reported last week that Absolut Vodka will begin distributing nearly 4 million unique Absolut bottles across the globe — and every single one of them will be different. (ADAGE PHOTO)
In a story last Friday, AdAge reported that Absolut vodka (made in Sweden and known for its top shelf taste) will be releasing a new line of vodka product. The new line, known as “Absolut Unique”, is introducing 4 million colorful, eye-catching bottles onto consumer shelves — with no one bottle the same as the other. AdAge reports:
“Described as “carefully orchestrated randomness,” the process involved setting up splash guns and color-generating machines programmed with complex coating, pattern and placement algorithms to ensure that — like snowflakes —no two bottles are alike.”
So there’s the news, and here’s my two cents. Gen X’ers, it’s time to face the music — without even realizing it, this is something we really want. Why? We live in a generation fascinated with what’s called “Remix Culture” used to describe the mix-and-remix-and-remix (and so on) process that our generation works under. We are the hackers, the DJ’s, and the artists of the world. We like to manipulate our Facebook pages, our blog sites, and everything about our digital world to the point of perfection so it is how we envisioned it to be. We just will not settle for less, because we enjoy having something unique to call our own.
The smartest part of Absolut creating its “Unique” line is that it’s doing all the remixing for us. All we have to do is invest.
So, it came as no surprise to me that as soon as this Absolut Unique project was released, it immediately generated buzz on marketing, innovation and design news platforms across the web. People love to feel special and “in” on a trend — and Absolut is letting opportunity knock on our door. If I were to guess, I’d say that their marketing strategy is putting Gen X’ers between a bullet and a target. And it’s only a matter of time before they start buying in.
Thumbs up for Absolut. This story caught my attention. What do you think?
Read on a bit more at:
Adage (http://bit.ly/Px4XcD)
PSFK (http://bit.ly/Q0N8l0)
Adweek (http://bit.ly/P44rp9)
