Absolut(ely) Subliminal [Comm 296 Marketing Blog Post 1]
Absolut Vodka Lmt. has infamously utilized a set of creative marketing tactics to bring their distilled Swedish beverages to the world. Lately, they have begun to step up their print and digital media advertisement game to include subliminal messages through both images and text that are meant to trigger unconscious psychological reactions in our heads to bypass our perception of the product. Take a look at somes of the famous examples throughout their campaign:
Aboslut L.A. – An example glorifying the traditional Absolut marketing campaign.
Much of Absolut’s fame is due to its long-running campaign (created by advertising agency TBWA) based on ads that frequently feature an Absolut bottle-shaped object in the center and a title “ABSOLUT ____.” at the bottom. Having started around 1980 with photographer Steven Bronstein, and with more than 1500 ads, the ad campaign is the longest running ever.
Recently, Absolut has picked up a on a new marketing trend that is taking the beverage market by storm. And yes, I am referring to the use of manipulation of sexuality and desirability in both digital and print ads that are used to frame their products as something that is used to trigger a deeper connection with the consumer than past techniques that emphasized price and product. Competitors like Gilbey’s, Johnny Walker, Campari, and Heineken have all picked up on these trends.
Can you see the subliminal message in this Absolut Vodka ad?
What this sparks is a shift in the norms of conventional marketing and brings about a new debate of sexuality and ethics in association with the product. With the growth of social media and technology, more and more young people are exposed at earlier ages to these advertisements. Of course, liquor companies know this, and are in turn adapting a new “get them while they’re young” strategy that garners loyal consumers who play a large role in the alchohol industry.
Sources:
http://subliminalmanipulation.blogspot.ca/2010/09/odd-usages-or-get-em-while-theyre-young.html
www.cbsnews.com/8301-505123_162-42750795/the-10-best-subliminal-ads-ever-made/?tag=bnetdomain
http://blogs.ionis-group.com/profs/drillech/pub/absolut/Absolut-Advertising-Compilation.pdf
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