absolut vodka

The Client:

Absolut Vodka

 

The Brief:

Promote Absolut Vodka’s support of the LGBTQIA+ community, by selling their ‘Rainbow Pride Bottle’ in the same vein as Mardi Gras.

 

The Insight:

We live in a world where Gender Fluidity is becoming far more widely accepted as a form of gender identity. 

 

The Big Idea:

Love is a free flowing, fluid force. It has no boundaries, or binaries. Love, like a liquid, can seep through the cracks in the surface (or in deeply entrenched systematic beliefs and specifically, the gender binary)

 

By highlighting the dual meaning of fluidity, the liquid nature of the spirit is referenced, and so is the LGBTQIA+ community (specifically those who do not identify as masculine or feminine - gender fluidity). The word choice is far from random.

 

The double entendre of Fluidity conjures liquid imagery associated with Vodka, but also the unsolidified, flowing, multi-directional nature of ALL love.

EXECUTION 1.

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The Client:

Absolut Vodka

 

The Brief:

Promote Absolut Vodka’s support of the LGBTQIA+ community, by selling their ‘Rainbow Pride Bottle’ in the same vein as Mardi Gras.

 

The Insight(s):

Millenials are strongly motivated by opinions and feelings. "They will want to behave a certain way if their emotions are triggered". (Chip & Dan Heath, 2010)

 

The concept of ‘Liquid courage’ is a world-wide tool used to push past fears of rejection (Kuntsche, et al 2009).

 

The Big Idea:

Everyone, once in a while, needs to find the courage to tell someone the way they feel about them. No matter their gender orientation or identification.

 

(Due to Absolut’s universal brand equity, the bottle only needs to be outlined alongside the logo, to trigger consumers’ recall. They will know it is vodka they are being sold without seeing the product.)

EXECUTION 2.

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