February 24, 2007 How Absolut Vodka Killed Absolut Legend

Everything started with the ABSOLUT HERITAGE campaign back in January 2004. It was just a small try to change the style of Absolut ads. And I have to say that these ads are not so bad (boring) as I thought in those days when you compare them to the latest ads produced since 2006.


Absolut Vodka was very well known for their clever ads where you have to smile when you see them and see those hidden stories in the background. But now everything is gone… Someone said it’s time for a change. When ABSOLUT RASPBERRI flavor came with the “street-style” ads in 2004 it was surprising that since that we had just about 6 different Absolut Raspberri ads (and their modifications). In every magazine we were able to see still the same ads, nothing new. ABSOLUT APEACH came in 2005. Since that we saw just 2 (!) different ads for Apeach. ABSOLUT RUBY RED launched in January 2006 came with just 3 ads where I didn’t see this Absolut Revelation ad at all.

All the flavor ads were interesting but it was something different we were used to. Together with that all the classic ads like “bottle focused ads” are not used in the USA anymore. Instead of that we can see artistic ads like FIND YOUR FLAVOR series and series of boring ads without any idea like this one, this one or this one.

Fortunately in Europe there can be still found some interesting ads with idea. I know that German series ABSOLUT CITY ATTACK was just recyclation of old ads but who cares. And of course sometimes there is something completely new like ABSOLUT THESSALONIKI.

Reason I write this article is the fact that I don’t like to see what’s happening and that all the Absolut Collectors community is disappearing. You can see it on eBay (for example) where few years back almost all Absolut ads found buyers. Right now there are almost no sales (although you can find some very rare ads there). And of course I can see it when I am talking with other collectors. Lots of them ended with collecting ads or planning to end. Some of them are still collecting because they don’t want to make the final decision. It is quite sad to see that…

Who knows… maybe the new style of ads attracts more new customers to the Absolut brand. Maybe it works to sell more bottles and that’s what it is all about. But…

I am not ending to collect Absolut ads… I will still inform about what is new in the Absolut Vodka world but I hate the situation which is last few years and I wanted to say that. What is your opinion? Did you stop to collect ads already? Do you think it is the time to stop now? Do you like the latest ads?

30 Responses to “How Absolut Vodka Killed Absolut Legend”

I too have been an ardent collector since late 1990’s and I whole-heartedly agree with what you just said. the past couple of years for the absolut ads have been down right boring and unimaginative. There have been many times I have considered quitting the collecting business but I have invested too much time and energy into it to give them up a second time. I dont understand what has been happening to the ads. The latest ones have been dull and lacking in creativity.
I look forward to the german ads even if they are recycled ads from before.
I am glad someone finally wrote something about this. I wish there was a way to get in touch with the creators and let them know that the ads lately suck. It is a shame b.c i really enjoyed collecting few years ago. Now it has gotten stale.
brett

Hi Robert:
I’m glad you haven’t given up on your collecting and really appreciate all the work that you put into your website and keep us informed on new ads ect. I am still collecting ads but not with the passion I once had. I will continue my collection though in hopes of finding interesting or clever ads in the future. I highly doubt they’ll have many new bottle focused ads, but I hold out some hope for that. I recently was sent a copy of Absolut Reflexions magazine which contained four new ads which I didn’t have so that was a very nice suprise. I wish there was some way of getting a subscription to the magazine, but I don’t think that’s possible. Maybe they would do it for a few of us collectors who are still out there. I hope in the future they will rethink their ad campagne and go back to the way it was. Thanks again for keeping us informed so well.
-Dean

February 26th, 2007 at 3:28 pm Samuel Leon Hochman Says:

Hi:
I agree whit you. The ads now are bored. I am thinking to quit my Absolut ads collection. In this moment I am begining a new diferent collection, is a hobby for me.
Thanks.
Samuel Leon Hochman.

hi samuel
if you are thinking of qutting collecting let me know as i am looking for ads to add to mine
brett

March 2nd, 2008 at 4:02 pm indra witjaksono Says:

just want to know, already how many of flavored absolut make

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I don`t understand the point of view of the author. “Absolut Collectors community is disappearing” WHAT? It is alcohol! If we are trying to build successful and healthy community how can we talk about the “absolute community”? I am really dissatisfied!

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