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ABSOLUT LING

Friday, February 03, 2006. The ABSOLUT advertising story continues. It’s been named one of the 10 best campaigns of the 20th century by America’s Advertising Age Magazine. It has won hundreds of awards, including a place in the American Marketing Association’s Hall of Fame. Now, the ABSOLUT campaign sees the launch of a second book all about the ads. And the people who created them. The creative connections that the adverts in ABSOLUT SEQUEL portray are truly unique and sometimes surprising, from collabo...

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ABSOLUT LING | felisafeng.blogspot.com Reviews

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Friday, February 03, 2006. The ABSOLUT advertising story continues. It’s been named one of the 10 best campaigns of the 20th century by America’s Advertising Age Magazine. It has won hundreds of awards, including a place in the American Marketing Association’s Hall of Fame. Now, the ABSOLUT campaign sees the launch of a second book all about the ads. And the people who created them. The creative connections that the adverts in ABSOLUT SEQUEL portray are truly unique and sometimes surprising, from collabo...

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1 absolut ling

2 absolut sequel

3 1 absolut cities

4 2 absolut artists

5 3 absolut writers

6 4 outside

7 6 collectors

8 7 cinema

9 8 quality

10 9 regrets

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ABSOLUT LING | felisafeng.blogspot.com Reviews

https://felisafeng.blogspot.com

Friday, February 03, 2006. The ABSOLUT advertising story continues. It’s been named one of the 10 best campaigns of the 20th century by America’s Advertising Age Magazine. It has won hundreds of awards, including a place in the American Marketing Association’s Hall of Fame. Now, the ABSOLUT campaign sees the launch of a second book all about the ads. And the people who created them. The creative connections that the adverts in ABSOLUT SEQUEL portray are truly unique and sometimes surprising, from collabo...

INTERNAL PAGES

felisafeng.blogspot.com

1

ABSOLUT LING: 《顶级品牌的视觉谎言》连载-5 用思想酿造

http://felisafeng.blogspot.com/2006/02/5.html

Thursday, February 02, 2006. 然而，Absolut正是利用了自身所谓的缺陷，大胆地采用了与消费者调查结果相背道而驰的品牌识别策略，始终围绕瓶子形状不断挖掘创意，以平面广告为主，自1980年开始推出第一幅广告开始起，在二十年的时间里， Absolut伏特加的广告一直走着非功能诉求的道路，每一款广告都能给受众带来惊奇和视觉的美感。当初瑞典人为产品起得名字是 Absolute Pure Vodka (绝对纯正的伏特加)由于英文Absolute 绝对的作为形容词包括Pure( 纯正的) 无法在美国注册，最后就将Absolute中的e去掉，改作了Absolut。其中最令人叹为观止的是大地艺术家Stan Herd为了表现那个药瓶子，竟耗费了将近一年的时间，在美国堪萨斯州一块30英亩的土地上，种了麦子、玉米、大豆、燕麦等五种植物，他利用这些农作物天然的色彩和高度的不同，巧夺天工般地绘制了这幅天然而成的Absolut的酒瓶形状图二。译著有首席营销官的忠告一书作者为原美国可口可乐营销总监齐曼。邮箱 joe@beyondbrand.com.cn.

2

ABSOLUT LING: Absolut Out

http://felisafeng.blogspot.com/2006/02/absolut-out.html

Friday, February 03, 2006. In the most directly gay effort ever from Absolut, this outdoor advertisement features a three-dimensional series of nine "gay closets" - featuring such things as a gay pride flag, a lavender door covered in a shoe rack, and other items. The billboard appeared in San Francisco's Castro neighborhood in June and in New York in October during National Gay History month. National Coming Out Project? Posted by LING @ 1:54 AM. View my complete profile. Developing and Managing Products.

3

ABSOLUT LING: 不作廣告照樣成功的Ketel One伏特加

http://felisafeng.blogspot.com/2006/02/ketel-one.html

Thursday, February 02, 2006. Ketel One是原產於荷蘭的伏特加酒，是由諾列(Nolet)家族的自1691年開始造酒販賣，諾列家族的造酒廠於1864年設在荷蘭的Schiedam，造配方傳到現在已經第11代了，只是他們的造酒法還是跟當初設立時一樣，比如燃料還是使用燃煤更採用傳統型銅質天鵝頸蒸餾器(Potstill)，這種使用在高級酒類如干邑白蘭地(Cognac)且又耗時的蒸餾器具，並且精選原料小麥，使得Ketel One更純淨，口感特別的好，而製作出來的每一批酒，均必須由諾列家族成員一人嚐過，證明口味純正，方得出廠。但是比較令人注意的是下列的銷售數字，由Nolet Spirits USA自己公佈的數字1993年成長到約20,000箱，1994年為約60,000箱，1995年為約100,000箱，1996年為約200,000箱，就成長率來看，就不是凡品。 Posted by LING @ 5:47 PM. Only uses the best leather available on the market. Coach Wristlet. Is one of the la...

4

ABSOLUT LING: 在静静地享受中陷入迷醉---ABSOLUT伏特加的品牌酿造

http://felisafeng.blogspot.com/2006/02/absolut_113893519070760830.html

Thursday, February 02, 2006. 无论在这个世界的哪个角落，当人们见到ABSOLUT的广告时，很自然的反应，应该说潜意识里就会不自觉地问自己，这次又有什么新花样他们又做了些什么出来呢或许每个从事广告行业的人都曾梦想能创造出如ABSOLUT般的传奇作品，而很多客户，不管是卖鞋的，卖软件的还是糖果的，也都曾经不止一次地问过自己的广告代理公司同一个问题，那就是"能创作一套象ABSOLUT一样的平面广告吗 ". 在持续延用这种严谨的格式多年，一方面ABSOLUT建立了鲜明的品牌形象，但在此同时，也为品牌本身的发展套上了枷锁总是一张瓶子的照片和背后的光晕光晕是摄影师Steven Bronstein加的，到今天，他仍然拍很多ABSOLUT的广告，总是两个字的标题，画面上总是一点点睿智。那时，ABSOLUT 的美国进口商，Carillon的总裁Michel Roux在委托Andy Warhol帮他画一幅Carillon另一个产品的画，吃晚餐时，Warhol告诉Michel他也被ABSOLUT广告"狡诈"的瓶子所迷惑，尽管他不喝酒，但有时也用ABSOLUT作为一个放香水之类的东西。

5

ABSOLUT LING: ABSOLUT的「创新策略」

http://felisafeng.blogspot.com/2006/02/absolut_02.html

Thursday, February 02, 2006. ABSOLUT VODKA在亚洲国家销售量，台湾位居第1名，是我们非常重视的市场远从北欧瑞典来台的ABSOLUT亚太区总监伊娃 Eva Hedberg )，在接受本报专访时表示，由于台湾市场具有高消费能力，对外来文化接受度高，因此，销售成绩始终凌驾其他亚洲国家。此外，ABSOLUT在全球伏特加市场，同样也名列前茅，如何维系领导品牌龙头地位不变伊娃强调，不断创新与在地化行销，是ABSOLUT在世界各国能够居市场领导地位的两大重要因素。在80年代之前，全球对于伏特加酒 VODKA )的印象，几乎完全与俄罗斯连结在一起，但ABSOLUT，这个来自北欧小国瑞典的品牌，却成功扭转这样刻板印象，更一举跃升为全球伏特加的领导品牌。她指出，ABSOLUT成功地塑造其品牌形象，让消费者一想到这个品牌，脑海中马上就浮现创意、时尚、流行的概念与意境。此外，尽管全球化是时代的潮流，但在品牌行销上，全球化仍必须兼顾在地化，也就是因地制宜、结合不同行销地区的文化与特色，这就是ABSOLUT 在地化行销策略。

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