from Trung Phan | by Trung Phan

In 1981, Absolut Vodka launched the longest-running ad campaign ever. The Swedish brand produced 2k ads over 25 years, all in the same format. Its success -- with help from Andy Warhol -- is a testament to simplicity and the persuasive power of repetition. Here's the story 🧵 t.co/nMky9TlS97

1/ Absolut Vodka was founded in 1879 by Lars Olsson Smith. The brand would become a Swedish staple but didn't venture outside the country's borders for a century. In 1979, Absolut entered a crowded US vodka market with no brand equity and a plain-looking product. t.co/HC67Vq3OhW

2/ While vodka brands competed on taste, ad agency TBWA advised Absolut to market itself on the aesthetics of its bottle (designed as a 19th-century Swedish pharmacy vial). The first ad -- in 1981 -- was the bottle matched w/ a pun ("Absolut Perfection"). No models. No celebs. t.co/H8RD2UsHm8

3/ The idea took off in 1985, with the help of Andy Warhol. While Warhol wasn't a drinker, he was "enthralled by the artfulness" of the Absolut bottle. Absolut turned a Warhol painting into an ad ("Absolut Warhol"). It completely blew up. t.co/M529hM5HBt

4/ After Warhol's magic touch, other major artists and cultural figures wanted their version of the Absolut Ad: ◻️ Keith Haring (grafitti artist) ◻️ Kurt Vonnegut (writer) ◻️ Manolo Blahnik (fashion designer) t.co/hXBOUDzl0e

5/ With the wave of artist collaborations, the bottle's shape became iconic and instantly recognizable. The "bottle + pun" template could tackle any subject and would be rehashed 2000 times over a 25-year span. t.co/eD3zOM3Gml

6/ Once Absolut found a winning formula, it made sense to ride the idea until the wheels fell off. The brain seeks familiarity and repetition is a powerful persuasion tool. "Any idea, plan, or purpose may be placed in the mind through repetition of thought." -- Napoleon Hill t.co/Z23luFwHGd

7/ The true marketing masterstroke came with geography-themed ads. Any locale that Absolut selected for its ad was instantly personable to a consumer, benefitting from nostalgia and relatability. t.co/IPeNs1Q0gO

8/ And the possibilities were endless (bruh, Texas!). t.co/ysMhBfV8SV

9/ When the print-only campaign started in 1981, Absolut sold 20k cases of the vodka. By the time it ended in 2006, Absolut was selling 5m bottles a year (~50% of imported vodka bottles in the US). Absolut went from unknown to dominant with a simple idea...repeated 2k times.

10/ FINAL NOTE: A sure sign of cultural clout is a good parody. And there are some *gold* Absolut parodies LOL. t.co/hTJt7Kdq60

11/ Def follow @TrungTPhan for more baller business stories, including this one about someone that will NEVER pay for an ad: t.co/hVhIDx3G1n

12/ Sources Smart Insights: t.co/mjU1MYhcIx Fast Company: t.co/MTAQt5YKNE Business Insider: t.co/fsmgxdlUiB First Versions: t.co/cbIjSfDAY8

13/ More background on Absolut's ad campaign t.co/TZQy3TxsTp