Absolut Vodka recently launched an all-new alcohol campaign, 'Absolut Truth,' in New York City that aims to share "universal truths about the city, its neighbourhoods, its residents, and the brand itself."
The outdoor ads created for the hyper-local campaign were specifically designed to reflect the local flavor of different neighborhoods, including Hell’s Kitchen, Midtown East, Chelsea and the Lower East Side. As such, the language used in the ads has been designed to appeal to the local residents of each area, as they are real sentiments from New Yorkers.
Alongside the authenticity-focused ads that will be appearing outdoors, a number of Absolut Truth ads will also be appearing in subway stations and as sidewalk art. In a continuation of the Absolut Truth campaign, Absolut Vodka also has plans to release branded merchandise, a video series, and an experiential event.
Hyper-Local Alcohol Campaigns
Absolut's 'Absolut Truth' Features Sentiments from Real New Yorkers
Trend Themes
1. Hyper-local Advertising - Using localized messaging and imagery to target specific neighborhoods for higher engagement.
2. Authenticity Marketing - Creating campaigns that genuinely reflect the values of a target audience.
3. Multi-media Campaigns - Incorporating different types of media, like outdoor ads and video series, to create a more comprehensive brand experience.
Industry Implications
1. Alcohol - Liquor companies can harness the power of hyper-local campaigns to gain market share and build brand loyalty.
2. Marketing & Advertising - By embracing authenticity and multi-media campaigns, advertising agencies can create more effective campaigns that resonate with audiences.
3. Retail & Merchandise - Branded merchandise associated with an authentic campaign can create a revenue stream while providing a tangible connection to a brand's message.