Absolut – The Pearlfisher Relationship
Famous for previously having redefined the vodka category, Absolut were looking for a new strategy that would elevate the brand from its competitors who were trying to imitate its innovative and iconic design. At the time, Pearlfisher’s Insight programme was uncovering a food and drink renaissance.
People were hungry for new flavour experiences, so Pearlfisher created a strategy for defining and launching new Vodka flavours. Knowing Absolut had to do things differently, Pearlfisher resolved to find the unexpected side of every flavour.
Pearlfisher’s design for Absolut Mandrin adds an unexpected and witty twist to the iconic Absolut bottle. The colored punt – a technical and realization first – finds the truth of the taste and makes its orange tang tangible.
For Absolut Vanilia, Pearlfisher wanted to transport the flavour from ubiquity to luxury. Building on the theme of Purity, Pearlfisher were able to make the familiar new. The matte-finished bottle, brings an icecool sensuality to the range. It’s undoubtedly pure, but utterly seductive.
The boldest and most intense Absolut flavour, Raspberri called for design that is wild and unapologetic. With an organic coating, Pearlfisher were able to replicate raspberry-colored glass and give the bottle a hedonistic edge that urges you to paint the town red.
In addition to the design for Absolut Flavours range, Pearlfisher have created many more product innovations for Absolut. For example, Pearlfisher’s luxury insights showed that we’re becoming social chameleons – drinking cheap beer in the local bar one day and premium spirits in a hip lounge the next. Therefore, Pearlfisher felt the time was right for Absolut not just to enter, but to create, new categories within the drinks sector.
Absolut Level’s unique design redefined the premium vodka category. While the luxurious, elongated bottle of extra-pure glass acknowledges category norms, the simplicity and elegance of the graphics totally subverts them. The resulting design is a super-premium offering, but stays true to Absolut’s core values.
Absolut Cut sets a new benchmark for the ready to drink category. Clean and clear, in a tall, slim bottle it inherits Absolut’s sense of style, and adds an attitude that’s edgier than the competition. Texturized grooves in the glass make the bottle a work of art – and a cut above the average alcopop.
Absolut 100 expresses the brand in a new way through the introduction of a 100% Proof strength product via dedicated market channels. Through their innovation partnership with Absolut, Pearlfisher created a long-term flavor and limited edition strategy called New Orleansthat continues to fuel the Absolut’s cutting-edge brand image.
