The Newest Absolut Vodka Campaign Focuses on Sustainability
Justin Lam — February 7, 2018 — Marketing
References: absolut & thedrinksbusiness
'The Vodka with Nothing to Hide' is the newest Absolut vodka campaign that focuses on transparency in the distillery's practice. To celebrate this campaign, Absolut has released a humorous short commercial that features the Absolut staff producing the product while completely in the nude. The ad maintains a comical feel throughout, but also raises awareness towards Absolut's CO2 neutral distillation process and the brand's sustainable ethos. The naked nature of the commercial is meant to represent this ethos that Absolut truly has nothing to hide.
This Absolut vodka campaign is meant to showcase the new distilling efforts made by the brand and places a particular focus on sourcing and community. In terms of sourcing, the distillery has moved to a CO2 neutral distillation, locally sourced winter wheat and the use of all-natural locally sourced water. The focus on community has the brand highlighting the close relationship it has with farmers, the recycling initiative done by the brand and the locally created bottling. Absolut hopes that this new campaign will not only entice buyers, but will hopefully inspire similar initiatives in the industry.
Image Credit: Absolut Vodka
This Absolut vodka campaign is meant to showcase the new distilling efforts made by the brand and places a particular focus on sourcing and community. In terms of sourcing, the distillery has moved to a CO2 neutral distillation, locally sourced winter wheat and the use of all-natural locally sourced water. The focus on community has the brand highlighting the close relationship it has with farmers, the recycling initiative done by the brand and the locally created bottling. Absolut hopes that this new campaign will not only entice buyers, but will hopefully inspire similar initiatives in the industry.
Image Credit: Absolut Vodka
Trend Themes
1. Sustainable Vodka Campaigns - The push towards transparency and sustainability creates an opportunity for brands to showcase ethical and eco-friendly production processes, inspiring other brands to follow suit.
2. Humorous Marketing Campaigns - The use of humor in marketing campaigns can draw attention to important issues without losing the attention of the audience and creating a memorable brand image.
3. Community-based Sourcing - Sourcing materials locally and creating close relationships with farmers can lead to a sense of community and potentially boost brand loyalty among consumers.
Industry Implications
1. Alcohol Beverage Industry - The push towards transparency and sustainability in the production process provides an opportunity for brands to differentiate themselves, appeal to ethically minded consumers, and potentially earn more profits.
2. Marketing and Advertising Industry - Humorous marketing campaigns can provide an opportunity for creative agencies to showcase their abilities and prove their effectiveness.
3. Agricultural Industry - The emphasis on community-based sourcing creates an opportunity for farmers and agricultural businesses to collaborate more closely with distilleries and potentially increase their profits while also promoting sustainable practices.
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