Global Ad 2

Absolut Glimmer

Created by:

Team Family Business, Sweden

Launched:

2010

Media used:

Print

Appeal:

Emotional

Analysis:
From the design of the ad, it can be assumed that the ad intends to target young, modern people in the upper class segment of the market. This is due to the existence of the disco ball and speakers, which demonstrates energy and youth while the clean white theme abstractly states modern and an above average wealth.

At the same time, the crystal-patterned packaging of the product (aesthetics) and the line "Now available in selected stores around the world", enables the product to create a standard of exclusiveness. This leads to an increase in the product's value, creating a 'must-have' need in consumers who are socially conscious. Hence, it can also be derived that the ad additionally targets consumers who are more socially aware than others.

Although Absolut took a brave leap by repackaging their product, there are still several weaknesses found within the ad itself.

For one, the ad may fail to communicate its idea to its target market. Based on the ad alone, most consumers would assume 'present' in the tagline to be a gift, seeing how exclusive the product's aesthetics are. However, the word 'present' carries two meanings, a gift or the concept of a current time. According to Absolut's vice president in global marketing, Anna Malmhake, the idea of the ad was to bring inspiration and excitement to a current time or situation (Absolut Press, 2010). Therefore, the tagline, "Make the present exceptional", can be easily misunderstood by the intended audience.

In line with that, there is also a vague identification on how the ad supposedly, "encourages people to celebrate and pursue their secret passions." (Harris, 2010).

Moreover, in my opinion, this 2010 print ad by Absolut Vodka lacked an important amount of colour contrast between the product and its background, thus, resulting in a decrease of the ad's ability to attract attention.


References:

1. Ads of the World (n.d.). Absolute Vodka: Glimmer. Retrieved 28 April, 2011, from http://adsoftheworld.com/media/print/absolut_vodka_glimmer
2. Absolut Press (2010). Absolut Debuts Absolut Glimmer - A limited edition bottle with a crystal shape. Retrieved from http://press.absolut.com/templates/PressPage____8362.aspx
3. HabitusLiving.com (n.d.). Glimmer from Absolut Vodka. Retrieved 28 April, 2011, from http://www.habitusliving.com/play/glimmer-from-absolut-vodka
4. Harris, R. (2010, September 6).  Absolut Glimmers for Summer. TheShout. Retrieved from http://www.theshout.com.au/2010/09/06/article/Absolut-Glimmers-for-Summer/DFSBLEYTUD.html