Absolut Truths Take You to Another World
Josh Mears — January 25, 2012 — Marketing
References: absolut & creativity-online
Absolut Truths is an interactive campaign from Absolut, the best vodka from Sweden. Absolut has had a number of memorable advertising campaigns, most of which continue to play on Absolut's brand name; this campaign, however, takes the brand to a whole different kind of reality.
Absolut Truths are essentially small paper cards that are wrapped around the neck of the Vodka. These truth cards are actually meant to be scanned in a similar way of QR codes. The Absolut Truths cards depict either a vodka bottle outline or a classic cocktail setup. After being scanned by an iPhone, these squares of paper allow the Absolut app to be downloaded; the Absolut Truths then pop up on the smartphone as augmented reality.
The augmented reality sequences showcase either the making of Absolut vodka or beautiful, naturalistic scenes from the brand's picturesque Swedish heritage.
Absolut Truths are essentially small paper cards that are wrapped around the neck of the Vodka. These truth cards are actually meant to be scanned in a similar way of QR codes. The Absolut Truths cards depict either a vodka bottle outline or a classic cocktail setup. After being scanned by an iPhone, these squares of paper allow the Absolut app to be downloaded; the Absolut Truths then pop up on the smartphone as augmented reality.
The augmented reality sequences showcase either the making of Absolut vodka or beautiful, naturalistic scenes from the brand's picturesque Swedish heritage.
Trend Themes
1. Interactive Campaigns - Disruptive innovation opportunity: Create interactive campaigns that use augmented reality to enhance brand experiences and engage consumers.
2. Augmented Reality Packaging - Disruptive innovation opportunity: Integrate augmented reality into product packaging to provide interactive and immersive experiences for customers.
3. Branded Mobile Apps - Disruptive innovation opportunity: Develop mobile apps that utilize augmented reality to bring brands to life and offer unique content or experiences.
Industry Implications
1. Alcoholic Beverages - Disruptive innovation opportunity: Incorporate augmented reality technology into alcoholic beverage packaging to create engaging and interactive experiences for consumers.
2. Marketing and Advertising - Disruptive innovation opportunity: Utilize augmented reality as a creative tool in marketing and advertising campaigns to capture consumer attention and enhance brand messaging.
3. Mobile App Development - Disruptive innovation opportunity: Specialize in developing mobile apps that leverage augmented reality technology to provide unique and immersive brand experiences.
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