| Title | ABSOLUT ELECTRIK |
| Brand | THE ABSOLUT COMPANY |
| Product/Service | ABSOLUT ELECTRIK |
| Category |
E02. Drinks |
|
Entrant
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BRAND UNION Stockholm, SWEDEN
|
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Idea Creation
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BRAND UNION Stockholm, SWEDEN
|
Credits
| Mattias Lindstedt |
Brand Union |
Creative Director |
| Jonas Andersson |
Brand Union |
MD |
| Carina Gustafson |
Brand Union |
Client Director |
| Sofia Törling |
Brand Union |
Client Manager |
| Jenny Ilola |
Brand Union |
Client Manager |
| Anna Yo Lee |
Brand Union |
Senior Designer |
| Dag Forsberg |
Brand Union |
Senior Designer |
| Bohman+Sjöstrand |
Bohman+Sjöstrand |
Photography |
| Elin Furelid |
The Absolut Company |
Global Marketing Manager Absolut, Ltd Editions |
| Dimitri Jansen |
The Absolut Company |
Trade Marketing Director, Absolut Vodka |
| Caroline Mörnås |
The Absolut Company |
Absolut Global Brand Manager, Design |
| Erik Näf |
The Absolut Company |
Director Packaging Development |
| Milford |
Milford |
Film |
The Campaign
To attract a wide audience that would inject buzz and relevance to the brand, we tapped into one of the largest of contemporary culture movements: electronic dance music. We turned the holidays "Electrik."
To encapsulate this, we created an "Electrik bottle” design that would seize attention on any occasion and serve as both muse and catalyst for high-energy nights everywhere. Independent of one’s attitude toward house music, this was to be a bottle as easy to love as a Christmas ornament.
Creative Execution
To turn the holiday season "Electrik," we created a strikingly simple, sleek and metallically-mirrored bottle.
Inspired by the minimalist repetitiveness of electronic music, the glass is coated with a specially-developed semi-transparent mirror coating that serves to emphasize the iconic bottle silhouette. Graphics are minimal, the brand name typeset towards the bottom of the bottle and all other design elements stripped away. We wanted to let the mirror-like bottles shine, reflect and multiply.
Although mirror coated, the vodka can be seen through the glass and together, vodka, glass and inside coating pick up and reflect surrounding light, creating an ’Electrik’ effect, moving in a spectrum of subtle hues of blue.
Indication of how successful the outcome was in the market
The easy-to-absorb theme of music and technology inspired consumers to turn their night "Electrik."
Absolut Electrik has become the best sell-through YTD of all past Absolut limited editions and end-of-year campaigns. Launched in more than 80 markets worldwide, volume demand was a staggering 20% higher than production capacity.
In the US alone, Absolut Electrik has reached over 542 million media impressions and its momentum haloed to Absolut Original. Original went on to achieve consistent value growth during the competitive holiday season, reaching 13.6% value growth over the prior year.
2015 was a rather dark year, for many, filled with challenge and disappointment worldwide, we set out to offer millennials and Absolut enthusiasts a positive message bursting with light and energy, a bright and electric light on the horizon of the new year.
A striking and shiny bottle design was developed in two complementary colors, silver and blue, designed to dominate the holiday peak sales season and be literally the life of the party everywhere.