“Absolut Larceny” is the second part of a twin ad run on two consecutive right-hand pages. You don’t need to have seen the companion ad in order to recognize the product, even if its not there. For those who don’t remember the previous ad showed the Absolut bottle wrapped in chains over the blocked words “Absolut Security”.
This campaign, in various forms, has been so successful that in less than twenty years almost everyone can decode this ad and imagine the missing one. Even more interesting is that the ad recall ranks at the top for all print ads, and the look was achieved by using only glossy magazine print and two-word copy. These ads have become so popular since the 1980 debut that they have become somewhat of a collectors’ item. Librarians have even noted that the ads are cut out of magazines disabling a library collection to be built.
The pull of Absolut’s magnetic advertising is intriguing because the product is so bland. Vodka is aquavit, which is the most unsophisticated of alcohols. Consumers do not savor aquavit; therefore, the taste is not in the product. In fact, the Swedes, who make Absolut, rarely drink it. They prefer cheaper brands. However, Absolut is not even advertised in Sweden because it against the law to advertise alcohol.
There is a saying in advertising that if you can sell the product, sell the product. But if you can’t sell the product sell the package.
What does your creative say about your product? Are you selling a product? Are you selling a package? Are you an all-star selling both? Or do you just not know? It’s okay if you don’t know because the creative team at CS Kern can help you fine-tune the look while you work on the product.