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The semantic blog » Absolut has just began to celebrate Xmas
14 Comments
- Add comment | Back to The semantic branding Written on 15-Oct-2008 by cristian.saracco
After the successful Absolut Disco, Absolut is brought forward to the holidays with the launch Masquerade.
This year will be red sequins with a sensual zipper that when opened leave uncovered its traditional bottle. The attire consists of more than 3,000 sequins.
A total of 3.7 million bottles will be distributed around the world. Same product, different experience... only for its tribe!
What vodka will you drink this holiday season?
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written on 15-Oct-2008
julio.ferro says:
Sexy, isn't it?
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written on 15-Oct-2008
cristian.saracco says:
For sure!... and it's not a Coca-Cola's Marilyn style bottle!
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written on 15-Oct-2008
victorraul says:
I really like the consistency of how the Absolut team keeps building a strong brand around the bottle.
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written on 15-Oct-2008
cristian.saracco says:
Yep... Still ugly, they don't surrender!...
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written on 15-Oct-2008
julio.ferro says:
It's not only a bottle, Victor. It's an icon and that's why it supports so many added menanings.
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written on 15-Oct-2008
victorraul says:
I completely agree Julio, is not only the bottle, but what it represents and the feelings that triggers.
On the other hand, I do not believe that something has to be beautiful to work as a brand, or aesthetically correct. If the brand makes the connection, is a sign that is working.
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written on 15-Oct-2008
cristian.saracco [http://www.webjam.com/brand30] says:
I believe that experience should be functional + aesthetic... Both together!...
Probably the issue is that functionallity can be meassure by expectations and aesthetic is a question of perceptions... a sort of relative concept (You like something that I don't... and viceversa...) No? -
written on 15-Oct-2008
julio.ferro says:
For me it's about Function (it's a bottle) + Aesthetic (it's clean and clear) + Metaphor (here's where emotion should deliver meaning. Absolut is impeccable)
In terms of aesthetics you could agree or not with its beauty, but the proposal should be clear. -
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written on 15-Oct-2008
russell.volckmann [http://www.webjam.com/brandintegrity] says:
Quite agree gentlemen!
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written on 15-Oct-2008
cristian.saracco says:
Good point about metaphor... the storytelling old story...
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written on 15-Oct-2008
ingridalfaro says:
Definitavamene no es sólo la botella, es lo que representa para el grupo objetivo.
Por cierto que sugestivo el empaque o no?...... -
written on 22-Oct-2008
julio.ferro says:
Victor said: "On the other hand, I do not believe that something has to be beautiful to work as a brand, or aesthetically correct. If the brand makes the connection, is a sign that is working."
100% agree. But it's quite difficult to me to say an example on the fly. I'm sorry, I'm just a designer :P. I hate both Google and Yahoo logos, but they do work! Do you have more examples to share? -
written on 22-Oct-2008
cristian.saracco says:
Saaaaabbbbbb.... Move your mind
Instead of that... Beauty and aesthetic are relative concepts.... e,g,; My grandma used to say that I was handsome
Or.... I like Google logo (not Yahoo!) -
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written on 23-Oct-2008
elsa.garcia says:
bueno, supongo que es a esto a lo que te referias cristian cuando nos decias que siempre hay que intentar que la gente se sienta parte integrante de un grupo pero a la vez que se potencia su individualidad. el diseño de la botella se las trae, pero nadie puede negar que es para una tribu concreta...directo y novedoso
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