As a follow up on the J&B case, check out this article on Absolute and how it's brand managers are trying to keep it's brand fresh in the minds of consumers. In an attempt to recreate it's double digit growth that resulted from the Absolute campaign in the 80's and 90's, the company's brand managers are asking customers to imagine an "Absolute world".
"On Planet Absolut, for instance, men can get pregnant, the Curse of the Billy Goat is lifted from the hapless Chicago Cubs and the garish billboards in Times Square are replaced by masterpiece paintings. Lying leaders are exposed by their Pinocchio noses, protesters and the police wage street fights with feather pillows, nice Manhattan apartments cost $300 a month and it takes only one exercise lap in a pool for a fatty to become a hottie."
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When I heard that Absolut was retiring its iconic ad campaign, I couldn’t help but wonder if the move would be a major misstep for the brand. After all, consumers have formed emotional attachments with those “bottled” images Absolut has shared with them over the past quarter of a century. It’s hard to say which move is gutsier… sticking with the same ad campaign for more than 25 years (who does that?) or ditching the very ad campaign that made your brand an icon (how do you do that?). Was the campaign brilliant? Yes. Is it still effective? I’m not so sure. Upon review of Absolut’s lagging market share figures, I began to question whether the whole thing (campaign) had become too automatic, too stale, too safe, too predictable, etc… At the very least, the new ad campaign promises to generate buzz for the brand.
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