Absolut Vodka is rolling out 4 million custom bottle designs in an effort to turn the limited-edition packaging trend into an effective personalized branding tactic.
Unlike other brands that roll out limited-edition package designs for cause marketing and seasonal marketing campaigns, Absolut is going a step further by creating 4 million unique bottle designs, each slightly different from the next and all with their own identifying number. The campaign tagline and copy reads, “Absolut Unique. One of a kind. Millions of expressions.”
As Gabriel Beltrone of AdWeek explains, the “exclusivity” of the promotion targets an audience who responds to campaigns that play to vanity and drives the desire to own one of a small number of collectible branded bottles or items. Gabriel writes, “The new Absolut is meant to deliver that same dopamine kick, on steroids.”
You can see the behind-the-scenes video from the Absolut marketing team that provides more details below:
The question is whether or not the personalized branding effort by Absolut will drive the results the company wants. Producing 4 million custom designs is a unique undertaking, and already, people are talking about the brand online as a result. Will consumers flock to stores to purchase their own unique bottles? How many people will purchase Absolut in order to get a custom bottle who would not have purchased Absolut otherwise?
Absolut’s advertising has always been creative and successfully personalized the brand to fit just about any occasion or audience you can think of. Limited-edition, personalized packaging seems like a good fit for the brand overall. I’d love to see some integrated marketing efforts such as Pinterest boards and Facebook contests where people who purchase the personalized bottles can share pictures of their designs and get even more exposure for the campaign and the Absolut brand across the social web. It’s the perfect place for the brand to extend its reach into the broader consumer conversation.
What do you think? Leave a comment and share your thoughts.
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