Absolut: Biography of a Bottle - Softcover

Hamilton, Carl

Softcover

ISBN 10: 1587991373 ISBN 13: 9781587991370

Publisher: Cengage Learning, 1980

Synopsis

This book is the official story of how Absolut Vodka came to be. Carl Hamilton found that publishing this book in Swedish would cost him his job at a prestigious economics institute. When he published an expanded version of a research project based on a research project commissioned by the liquor company, Vin and Spirit, he lost his job at the Stockholm School of Economics. His book credits Absolut's huge popularity to the little guys rather than to the suits at large ad agencies. This book is the Liar's Poker of marketing, revealing the sordid stories behind the official one.

About this title

Product Description:

Absolut An examination of the successful Absolut Vodka advertising campaign reveals how various ad agencies falsely claimed credit for the original ideas when in fact the campaign was conceived by two junior advertising assistants.

Review:

Gunnar Broman, head of Sweden's top ad agency, travelled to New York in 1978 to sell to his distinguished counterparts at NW Ayer on a locally produced vodka that didn't yet exist. The very idea of Swedish vodka was an oxymoron at the time, anyway, for everyone "knew" back then that real vodka came exclusively from Russia. Sweden had been distilling the beverage since 1467, though, and Broman had a briefcase full of ideas with him on the trip for pushing a soon-to-be-developed version in the US. He brought plenty of slides along to illustrate them, and even had several solid plastic bottles made up to demonstrate exactly how they would look on store shelves. One, in particular, captured the New Yorkers' attention: a plump vessel with "no label, no decorations, and no neck." Etched on its otherwise totally clear container, in pure silver, was the legend "Pure Absolute Vodka". Someone joked that it looked like a sterile medicine bottle, but the Americans' interest was piqued. And, with it, Absolut Vodka was on its way. Absolut, by Swedish writer, TV host and political commentator Carl Hamilton, is the story of the now widely popular alcoholic beverage--housed in what became the liquor industry's most well-known bottle--and how it came to conquer the States. It's a captivating and well-told tale of a bold business proposition that grew into a serious cultural phenomenon. --Howard Rothman

About this edition

• Publisher: Cengage Learning
• Publication date: 1980
• ISBN 10: 1587991373
• ISBN 13: 9781587991370
• Binding: Paperback
• Number of pages: 288