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Influx interview- jesper andreasson-absolut

December 13, 2006

Absolut has just launched a holiday campaign with a Bling theme. Influx got the chance to interview Jesper Andreasson, a global marketing manager at Absolut, about the idea.

What is the idea behind the Bling campaign?

In the last couple of decades, the phenomena of “blinging something up”, be it your phone or you car, has spread from a very select few to a whole new global style segment. This holiday season, ABSOLUT VODKA is celebrating the phenomena where “more-is-more” by dressing up its bottles in gold – with a new gift pack.

Is “Bling” a word with global meaning?

Yes

Who are you trying to reach with the campaign- what type of consumer?

Our target group are adult men and women who are active and sociable and of legal drinking age.

Absolut used to be a brand that was at the cutting edge of art and fashion, is it your intention to get back to that position?

ABSOLUT VODKA presented their first comment on the hip-hop movement as early as 2001 with the launch of the ABSOLUT ATTITUDE ad. The Bling Bling campaign is based on the phenomenon that has been crated and embraced by the materialistic ideals of the hip-hop scene. We’re providing our idea of what Bling Bling means now, instead of years ago when everyone was talking about it. The campaign is basically our commentary on the whole thing and the way the movement has developed, communicated with a high doze of wit and leaving everyone with a shiny smile… It’s all about fun!”

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