Today’s brand owners rely more than ever on packaging to entice consumers to purchase their products — so much so that the package itself often serves as a keystone of integrated marketing campaigns built out with print, electronic and social media components.
An early pioneer of this strategy was Absolut Vodka, whose iconic advertising campaign continues to be a textbook example of successful marketing. The campaign, which began in 1980, made the distinctive Absolut bottle the star, or “the hero,” and was often the only thing shown in the advertisement along with a two-word tagline. More than 30 years and 1,000 ads later, the campaign has become an integral part of modern culture and been recognized with hundreds of awards.