Thursday, October 01, 2009

Absolut’s biggest push yet

It's an OK vodka in an OK bottle. It's NOT about trying to make it inspire people to do great things, that is just hype - few people do great things after a bottle of vodka. It's about wanting to make people ASPIRE to drink Absolut rather than Smirnoff because it will somehow confirm to themselves how effing cool they are.

Smirnoff is pretty in its bottle. Neither of these vodkas are great shakes. They are brands - nothing more. There need be no authenticity, no value, attached to ways of social behaviour. Tradition? Quality? NO. VOLUME. It's ALL about VOLUME. Style over substance - as ever, perfect for current expectations.

No comments:

Post a Comment