Thread by @alexgarcia_atx

Absolut Vodka launched a print ad campaign in 1981 that was so successful, they ran it for the next 25 years.

By the end of it, Absolut Vodka went from a 2.5% market share to over 50%.

These 5 reasons made Absolute Vodka a global phenomenon 🧵

First, the quick groundwork.

Absolut originated in Sweden in 1879. Here they dominated.

They had quickly become a household name.

Nearly a century later, they decided to enter the US markets.

But, the competition was fierce.

So, instead of going toe to toe with their competitors, they found a unique angle.

While most vodka companies focused on their taste --Absolut decided to focus on the aesthetics of their bottle.

It was unique.

Artistic.

Elegant.

This positioned them differently.

So in 1981, they published their first print ad, Absolute Perfection.

This was a print ad unlike any other.

There were no models or people flooding the ad.

Instead, it used puns matched with simplistic, eye-catching creative.

This was the beginning of the next 25 years.

But things really started to take off in 1986.

Because of the artistic nature of the bottle, iconic artist Andy Warhol approached Absolut with an idea.

Inspired, Warhol proposed painting his own interpretation of the Absolut Vodka Bottle.

This changed everything.

Warhol came back with his work, and Absolut was in awe with the piece.

They took his art-piece and quickly used it in their next print campaign.

Here's where Absolut started to take off!

Absolute Vodka now became more than just something you drink.

Celebrities wanted it.

Artists wanted to paint it.

Consumers craved it.

It was now art.

This made the brand a global phenomenon.

For the next 20 years, Absolut stuck with the same template:

- two-word headline
- imagery focused on the bottle
- simplistic vibe

I guess here is where the saying "if it ain't broke, don't fix it" comes in.

These 5 reasons made this campaign insanely successful.

1. Ads into Art

After Warhol, artists ranging from painters to fashion designers wanted to create their own masterpieces.

This made celebrities crave it.

And when consumers see celebrities using it -- they want it.

2. From a Commodity to a Collectible

Because it was now art, the original pieces from the campaign became collectibles.

This added fuel to the fire.

Scarcity was now involved.

So when you bought an Absolut bottle it was like an adult show and tell.

Word of mouth x 10000

3. Recognisable Amongst Competition

Absolut's imagery was the complete opposite of their competition.

Other ads used models and celebs to capture attention.

Absolute used the same look every time.

Unlike their competitors, anybody would recognize it.

4. Transferrable Template

Absolut had the perfect template.

It could be used for any occasion.

And the use of artists made it that much more creative.

Artists infused their touch into the template to match cities, locations, seasons, and culture.

This made it global.

5. Consistent Messaging

The two-word headlines always struck a chord.

Absolute infused their branded puns with their imagery to make their messaging stick.

This was all part of the art.

For 25 years, Absolut stuck to this campaign.

And for 25 years, it worked.

At the end of it all, Absolute had created nearly 2000 iterations of the ad.

Final thought: ABSOLUT GENIUS MARKETING.

(I've been holding this pun in forever)

If you like to spark that creative part of your brain that nerds out on marketing, then follow @alexgarcia_atx.

If you rather get this in your inbox and shoot me questions directly, then 👇

bit.ly/3eZsDeS

Also, someone that does this incredibly is @jackbutcher.

1. He has a transferable template
2. His work is considered art (and even sells as art)
3. The messaging is always consistent
4. It stands out in a sea of content because of how recognizable it is