Absolut Colors
Juan Carlos Bonilla — June 5, 2008 — Business
References: press.absolut & brandnews.ua
Absolut has huge variations in the Vodka they sell, from unique packaging to unique flavours for every occasion. They’re constantly innovating. Their latest mission? They are looking for people who are proud of who they are. This targets are huge demographic, most of which have a high standard of living and are ready to spend a lot of money if they feel it’s important to make a strong statement.
311,000 Absolut Color bottles begin hitting shelves in May, ensuring anyone who wants to “celebrate the rainbow flag and the LBGT movement” can!
“The rainbow flag colors and the chapters in The ABSOLUT COLORS Cocktail Collection are purple, blue, green, yellow, orange and red,” Brand News explains. “The colors stand for spirit, serenity, nature, sunlight, healing and life.
“Over the last 25 years, ABSOLUT has invested more than $20 million into the LGBT community, with some of those marketing dollars supporting LGBT organizations and events such as the GLAAD Media Awards, the 25th anniversary of the rainbow flag and the Gay Games. ABSOLUT also has supported various gay and lesbian community centers, film festivals and pride parades.”
Consumers of Absolut Colors will likely be confident and be comfortable with their individuality as well as the diversity of others. Promoting personal pride is a good way to gain the loyalty of consumers, and again, it show’s the companies Absolut dedication to creativity.
311,000 Absolut Color bottles begin hitting shelves in May, ensuring anyone who wants to “celebrate the rainbow flag and the LBGT movement” can!
“The rainbow flag colors and the chapters in The ABSOLUT COLORS Cocktail Collection are purple, blue, green, yellow, orange and red,” Brand News explains. “The colors stand for spirit, serenity, nature, sunlight, healing and life.
“Over the last 25 years, ABSOLUT has invested more than $20 million into the LGBT community, with some of those marketing dollars supporting LGBT organizations and events such as the GLAAD Media Awards, the 25th anniversary of the rainbow flag and the Gay Games. ABSOLUT also has supported various gay and lesbian community centers, film festivals and pride parades.”
Consumers of Absolut Colors will likely be confident and be comfortable with their individuality as well as the diversity of others. Promoting personal pride is a good way to gain the loyalty of consumers, and again, it show’s the companies Absolut dedication to creativity.
Trend Themes
1. Unique Packaging - The trend of unique packaging in the alcohol industry presents an opportunity for disruptive innovation, such as incorporating customizable elements or eco-friendly materials.
2. Inclusive Marketing - The trend of inclusive marketing targeting specific demographics like the LGBT community provides opportunities for disruptive innovation, such as creating personalized experiences and collaborating with diverse influencers.
3. Corporate Social Responsibility - The trend of corporate social responsibility in the alcohol industry offers opportunities for disruptive innovation, such as partnering with nonprofit organizations and implementing sustainable practices.
Industry Implications
1. Alcohol - The alcohol industry can embrace disruptive innovation by exploring unique packaging designs, inclusive marketing strategies, and corporate social responsibility initiatives.
2. Packaging - The packaging industry can capitalize on the trend of unique packaging in the alcohol sector by developing innovative materials, designs, and personalization options.
3. Marketing - The marketing industry can leverage the trend of inclusive marketing targeting specific demographics like the LGBT community by creating tailored campaigns, diverse brand partnerships, and authentic storytelling.
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