The SoCo Cargo Experiment, created for Southern Comfort, consists of four shipping containers that can be stacked side by side or on top of each other, like giant building blocks. SoCo Cargo can be assembled within a day, with an entirely adaptable interior. The venue usually contains a bar, stage and lounge area, but the main focus varies per location. One time it will be a nightclub, next time a live music venue or art gallery, popping up by the side of the road, near a festival, carnival or other outdoor event. The temporary club premiered on Sydney's Cockatoo Island in October. During Melbourne's St Kilda festival in February, SoCo Cargo hosted a number of up-and-coming live acts. Then it was on to Adelaide's Garden of Earthly Delights (another festival), where the containers held a slick dance lounge featuring hot DJs and late night grooves.
For an old liquor brand trying to reach a new group of consumers, specifically young adults, the pop-up approach seems to be working. Surprise creates buzz, and buzz is good, cost-efficient marketing ;-) For more examples of how to delight consumers by taking them by surprise, check out this section of trendwatching.com's transumer briefing."
For more on this project click here and here. It's only been around for a few weeks and the blogosphere has gone wild about it. Just pop it in google to see.
"I spent last few weeks in hospital so I was not able to update AbsolutAds.com. But there was nothing special anyway. Until yesterday. Absolut Vodka announced new campaign called “In an Absolut World”. Read more in their press release:
ABSOLUT VODKA announced its next groundbreaking global advertising campaign titled “In an ABSOLUT World.” The new advertising challenges the status quo by presenting a bold and optimistic world view. The global launch is supported by a fully-integrated marketing campaign, including print, broadcast, out-of-home, public relations, on-premise promotions and viral activity. Created by TBWA/Chiat/Day/New York, the campaign will break in the U.S during the week of May 15 with a broadcast spot and print executions in June weeklies.
The global campaign will also roll out in 12 international markets this year, beginning with a broadcast execution titled “Disco Moon” in Germany on April 27. Additionally, the campaign will be complemented with executions tailored to their niche market consumers along with an interactive experience at ABSOLUT.com.
“In an ABSOLUT World” is a powerful campaign that provides a rich framework for the ABSOLUT brand that builds on the foundation established by ‘The Absolutes’ campaign last year. Our consumers are intelligent, and we hope they have a gut reaction that sparks conversations and challenges them to think about their vision of an “ABSOLUT World,” says Tim Murphy, Senior Brand Director, The Absolut Spirits Company, Inc.
The first U.S. broadcast spot, titled “Protest” depicts an epic scene that opens with a tense standoff between protesters and police. As the clash ensues, the viewers witness a massive, friendly pillow fight — demonstrating an alternate way to resolve conflicts. Filmed in Uruguay by Director Frederik Bond and Director of Photography Guillermo Navarro — an Academy(R) Award winning Cinematographer — this production was the largest in the country’s history.
The first U.S. print advertisement to launch is a photo of Times Square with iconic works of art installed in lieu of advertising. Other print executions include a factory emitting harmless bubbles instead of smoke, a pregnant man with his wife at a cocktail party and a bar scene where people wear buttons labeling their dating status and mindset.
“The new campaign visually answers the question: what if everything in the world was a little bit more Absolut? It’s not necessarily about perfection, but about making the world better by seeing it with fresh eyes. As the story unfolds you can expect commentary on topics and ideas big and small, serious and humorous, timeless and of the moment,” said Rob Smiley, Creative Director at TBWA/Chiat/Day/New York.
The new campaign also includes an industry-leading social responsibility broadcast spot. Titled “Taxi,” the spot illustrates a young couple exiting a club. As they press the key fob, instead of unlocking their car it signals a taxi, suggesting that in an “ABSOLUT World” people would always call a cab or use a designated driver after they drink. “The campaign speaks to consumers on multiple levels. The topics range in scale and tone but use the same clever voice ABSOLUT has used for more than 25 years,” adds Murphy.
“In an ABSOLUT World” will also be supported by viral elements that will bring the idea to life for consumers. On May 14, ABSOLUT will begin a week of guerrilla activities in New York that will make the city a better place for one week. Consumer activities include rickshaw rides in Soho and the Meatpacking District, music downloads in Union Square, Metro Card giveaways and VIP treatment at select downtown restaurants and clubs, all compliments of ABSOLUT.
The campaign will continue this summer with customized out-of-home executions in New York, Los Angeles, San Francisco, Miami, Las Vegas and Chicago that speak directly to these geographic communities."
"Singapore Changi Airport and DFS Singapore will be the location for the debut of the new Absolut 100 premium vodka this month before the brand is offered elsewhere.
“The world premiere will be held at Changi airport in Singapore in March,” says Anders Olsson. “We will then roll out the launch of ABSOLUT 100 worldwide throughout 2007, executed by MAXXIUM Global Travel Retail, who handles the V&S brands in [the] global duty free and travel retail market. We are convinced that the market will be as excited about this new product and concept as we are at ABSOLUT.”
ABSOLUT 100 is the first ever ABSOLUT product to be initially developed and launched exclusively for the global duty free and travel retail market.
The company says: “We have created the unique qualities of ABSOLUT 100 by adjusting our production processes in order to achieve a smoother high proof vodka. ABSOLUT 100 is rich and full bodied. The taste is distinct, yet smooth and mellow, with a grainy character and notes of dried fruit. The stylishly rustic, masculine qualities of ABSOLUT 100 are emphasized in the tough, no-nonsense design concept and imaging, based on a bold minimalistic colour palette of opaque black, chrome silver and subdued grey.”
The launch of ABSOLUT 100 will be supported by a tailored marketing campaign in the duty free and travel retail market. ABSOLUT 100 will then be sold exclusively in travel retail/duty free outlets worldwide. During the introductory phase of the launch, ABSOLUT 100 will only be available in 100cl bottles."
For the unfortunate souls who have never experienced BAR, I sincerely advise you to mark it in your diaries for June 08! This year’s unrivalled professional trade show had more exhibitors than ever before, offering the widest range of products and services to the contemporary sector, and it was my personal mission to check it out!
By far the most important thing to mention is that not only were Beam sponsoring ‘Bar Talks’, seminars designed to focus on the burning issues facing the industry this year, but the global brand secured its biggest presence at BAR to date. Hosting 3 aesthetically appealing bars offering Courvoisier, Maker's Mark and Sauza cocktails, exquisitely mixed by 'Movers & Shakers', the Beam bars were constantly busy and buzzing with excitement. Result!
A deliciously refreshing Sauza cocktail still lingering on my taste buds, I was off to explore the delights of free samples, flaring entertainment and healthy brand competition. I am definitely one for presentation and impact and there were a few brands who excelled in this area, notably Effen Vodka, Innocent and Peroni, enforcing their strong brand identities in creative and impressive ways.
Following on from the recent trend in organic food comes organic vodka. I kid you not and it is a taste sensation. Brought to us by Newtons Organics Limited and launching in the UK and Ireland this summer 07, Jucifer is a truly fruity and delicious organic vodka crush made simply from freshly squeezed fruit and a splash of high-quality vodka, great for the fast approaching summer evenings!
Other brands to mention would be Bulldog Gin with its distinctive packaging and unconventional ingredients (natural poppy, dragons eye and lotus leaves!), Beefeater, who chose not to go with a traditional stand inside the arena but instead entertained the growing crowd at the entrance with their head bopping beats played from the top of a big red double decker bus, and Antica Sambuca whose colourful, vibrant display enticed thirsty and curious consumers.
A test tube taster of Jagermeister and a large shot of Parliament Vodka (vodka purified with milk) later and my BAR mission had come to an end. Fun and merriment was had by all and I would certainly recommend attending what I’m sure will be an even bigger and better BAR show 2008. If that’s possible!!
Take a look at the link below and see what you think for yourself.
Trusted Places: This is awesome. Just what I've been looking for. A foodie review social network. A bit like This Next meets NotCot meets London Eating meets Tastespotting. I love it. Get yourself signed up and you can earn reward points.
"Here's a clever idea: online wine videos! It's The Winery Channel, and they have everything from instructional videos that teach you what foods go with what wine to visits to various vineyards and vacation spots.
The site has a sense of humor too. Make sure you watch Rex Havoc (and his horse "Brokeback"), who shows you the best wine bottles to use for shooting practice, and Dave in Los Angeles, who rants about his neighbor Walter, a wine snob. The stuff he says...well, you know people like Walter (and not just when it comes to wine). You'll be quoting a couple of Dave's lines to your friends later this week.
There are many "shows" to watch, including "Hot Legs," "The Wine Bar Show," and "Got Wine?" (the videos can be kinda glitchy - took me a few clicks to get each video working, but it's worth it)."
