Absolut’s Limited Edition Experiences Tour
By Jo Gifford
“Doing things differently leads to something exceptional in an Absolut world.”
As if you needed an excuse to drink vodka, it just got even cooler.
Swedish vodka brand Absolut has recently completed a tour of Limited Edition Experiences in cities including London, Manchester, Edinburgh and Leeds in order to promote the Absolut Limited Edition bottle.
Visitors were invited to take part in a range of creatively curated interactive experiences in settings ranging from a disused offices to an abandoned warehouses, engaging in narrative dramas and social scenarios designed to make for a unique evening.
Absolut are renowned for their creativity and innovation of their various projects which earn them a much deserved cool factor as one of the top alcoholic drink brands. This latest stunt bears much relevance to the emerging trend of what the team at The Future Laboratory are calling Conviviality Culture – whereby as an antithesis to our constant plugged in social networking world real life experiences are valued much more, and events are curated to be more and more spectacular. Fabulous theatrical visionaries such as Punch Drunk are experts in curating real time narrative dramas. The importance of experience has also been harnessed by other brands such as Levis who recently collaborated with creative cohorts to initiate memorable experiences to alter their brand perception.
The Abslout Limited Edition experiences weren’t widely advertised, and instead spread by word of mouth and guerilla tactics. For a brand as huge as Absolut to keep the air of originality and excitement is a constant process; maintaining a shroud of mystery sparks the touch paper of how something becomes “cool”, by keeping events low key, creative and off the radar ensures brand perceptions are managed and the image of Absolut is exactly where the marketeers want it to be - in the hands of the cool crowd of their chosen cities. Who better to be brand ambassadors at grass roots level?
We may not have been party to what happened at these shindigs but the right people were, and they are talking about it. We are telling you about the legend, which in turn keeps it cool. Perpetual self generating coolness is, I would say, pretty darn effective and a fabulous way to partake in Conviviality Culture and get us away from our screens.
Absolut, you have our respect.
This post originally appeared on Bitch Buzz.