ABSOLUT COMEBACK

ClientABSOLUT VODKA
Category E03. Food / Drink
TitleABSOLUT COMEBACK
Product/ServiceABSOLUT COMEBACK
Entrant DRAMA QUEEN COMMUNICATIONS Stockholm, SWEDEN
Idea Creation DRAMA QUEEN COMMUNICATIONS Stockholm, SWEDEN
Credits
Name Company Position
MÃ¥rten Knutsson Drama Queen Communications Chief Creative Officer
John Lagerqvist Drama Queen Communications Executive Creative Director
Fredrik Lindquist Drama Queen Communications Art Director
Fredrik Lindquist Drama Queen Communications Designer
Johan Lundgren Drama Queen Communications Account Director
Sara Kindbom Drama Queen Communications Account Manager
Annika Rehn Frobell Drama Queen Communications Strategy Director
Ardagh Group Ardagh Group Glass Works
Isabel Erlingson The Absolut Company Senior Global Brand Manager Absolut Brand Strategy & Innovation
Galya Korukhchyan The Absolut Company Global Brand Manager Communications Absolut Vodka
Carl Mark The Absolut Company Manager Product Development
Elin Furelid The Absolut Company Senior Global Marketing Manager
Anna Perrolf Drama Queen Communications Copywriter

Background

Absolut have for many years used its bottles to tell consumers about the brand. Absolut is best in class in using recycled glass. More than 41% of the glass in Absolut's bottles is recycled. In many countries and US states, recycling systems are not available. Absolut wanted to put the light on this fact, and at the same time tell our own recycling story. How can you use the bottle to do this?

Describe the creative idea (40% of vote)

To dramatize that Absolut uses as much recycled glass as possible, we smashed Absolut bottles and used the shards to put together a new, recycled, bottle. Or rather the design of it.

Describe the execution (40% of vote)

After creating the design concept, the bottle smashing started. We 3D-printed a bottle shape, with debossed spaces for where we could put shards. (Some parts of the bottle has to be kept in its original shape in order for the bottle to be industrially produced.) Once we were satisfied with the look, the glass/plastic model was scanned to form a 3D CAD file. The next step was to make small adjustments to create a bottle with exact measurements and feasible for production and logistics, i.e. durable etc. All style elements are random and from authentic recycled bottles. Many of the design choices we had to make were made because of practicalities. Creating a new bottle shape for millions of bottles is not particularly easy.

List the results (20% of vote)

The campaign is still running, so it is too early to compile the results. But the initial impact has been huge, and sales impressive.