Click to watch Absolut Unique
[Developing Consumer Insights]
Summary:
Just recently this month, Absolut launched its new line of products named, Unique," and four million of the bottles scattered onto shelves across the world. This new line is true to its name in that it is limited edition, and each bottle design is a little bit different from the rest. Using 38 different colors and 51 pattern types, along with splash guns and color-generating machines, each bottle produced was ensured that it would look one-of-a-kind. Unique.
Although there wasn't a description of their strategy, from my own induction, Absolut wanted to better connect to its target market, Millennials. It's shown through basic research that Millennials are one-of-a-kind, crave for personalization, identity, and exclusivity of their identity; and I believe Absolut touches on those facets through this line. Since the design of each one is a little bit different, Millennials can appreciate the individuality and seek out to find one that tangibly shows his/hers. Also, owning a rare product can yield feelings of exclusivity.
Questions:
- Have you seen this product on the shelves yet?
- Would you be attracted to what Absolut is trying to achieve? Would you identify with these bottle designs?
- Developing consumer insights is essential in developing strategic ideas, but do you think this line is too overt and is that bad or good?
- What's another example where you've seen a brand touch on individuality or personalization?
No comments:
Post a Comment