Jung Relations, Stockholm on Absolut Vodka
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Marita Kuntonen kicked off the diversity panel session with a case study on the award winning Absolut creative campaign which sought to demonstrate support to the LGBT community.
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Jung Relations, Stockholm on Absolut Vodka
- 1. DIVERSITY Scotland's first PR festival, June 17th 2016, Edinburgh +
- 2. © 20162 Founded 2003 37+ Colleagues PR Creativity & Crisis Popular Culture + Contemporary Issues
- 3. © 20163
- 4. A little bit about Sweden
- 6. Women rights
- 9. Olof Palme
- 12. = the Swedish DNA
- 13. = the Swedish DNA Diversity issues are close to our hearts
- 15. Immigrant Integration 19 © 2016 Absolut Vodka was one of the first commercial brands to openly embrace the LGBT community. Background © 201619
- 16. Immigrant Integration 20 © 2016 We were asked to create a global PR initiative for the LGBT community. Our brief © 201620
- 17. Immigrant Integration 21 © 2016 How do you engage LGBT people globally with one concept, when it is such a indefinable group of people? Our response © 201621
- 18. Immigrant Integration 22 © 2016 ...and should we really address people primarily on the basis of their sexuality? Our response © 201622
- 19. Immigrant Integration 23 © 2016 Research “The LGBT group is increasingly split between subgroups/genders, and it’s hard to find any cohesion amongst them.” Female, Paris © 201623 “I really dislike companies that roll out campaigns in gay media with gays, but never include gays, lesbians etc in their mainstream advertising.” Male, Stockholm ”Pride Toronto shows how ridiculous gay labelling has become, a couple of years ago when they made it almost mandatory for Toronto Press to refer to Pride Toronto as a LBTTQQ2S communities event.” Male, Toronto
- 20. Immigrant Integration 24 © 2016 We wanted to challenge prejudice, go beyond stereotypes and clichés, and avoid putting a label on people. We manifested that by taking the label off our iconic bottle.
- 21. Immigrant Integration 25 © 2016 "For the first time we dare to face the world completely naked. We launch a bottle with no label and no logo, to manifest the idea that no matter what's on the outside, it's the inside that really matters." Absolut No Label
- 22. 26 © 2016
- 23. 27 © 2016 • 100 000 bottles sold • Launched in 25 markets • Thousands of press clippings New York Times,Wallpaper, The Guardian, Huffington Post, Creativity Magazine, Fantastic Man, Love Magazine, Hypebeast, Gay Right Org etc. • Accounted for 51% of all ABSOLUT related tweets during the six month launch period • 97% positive sentiment (Synnovate) • Awarded/Shortlisted at Eurobest, Epica, Spinn and Sabre Awards
- 24. 28 © 2016 ”It embodies the idea that no matter what’s on the outside, it’s what’s on the inside that really matters. We’ll drink to that.” ”This is one advertising campaign whose central message is one everyone can buy into, whether they drink alcohol or not: In an absolut world, there are no labels.” ”The contents are of course very good but it’s the creativity of the limited edition packaging that has us raising our glasses in appreciation.” Gay Rights
- 25. Thank you!
Notes de l'éditeur
- Jung was founded in 2003 out of a passion for doing things differently. For us it was never about adding another agency to the mainstream. Instead, we set out to challenge industry conventions and bring new energy and innovation to Market Communication and Public Relations.
- Brands are like people - The consumer is a person - Other people affect us the most
- By uniting brands with popular culture and contemporary issues, we help our clients to earn a place in everyday conversation and people's hearts.
- Historically strong women empowerment movement
- Hoa-Hoa Dahlgren Swedish weight lifting champion in the Swedish social insurance agency campaign in the seventies to encourage more men to take parental leave
- Social-democrat - well fare state, global awareness, free education etc
- In 2001, the Netherlands[nb 3] became the first nation in the world to grant same-sex marriages.[82] Since then same-sex marriages have been granted and mutually recognized by Belgium (2003),[83] Spain (2005), Canada (2005), South Africa (2006), Norway (2009), Sweden (2009), Portugal (2010),[84] Iceland (2010), Argentina (2010),[85] Denmark (2012),[nb 1] Brazil (2013), France (2013), Uruguay (2013), New Zealand[nb 4] (2013), the United Kingdom[nb 5] (2014), Luxembourg (2015), the United States[nb 6] (2015), Ireland (2015) and Colombia (2016)
- State support for immigrant integration programs - one of the most generous in Europe Work labour - greece, italic , finland Political immigrants - chile, serbia, crotia, irak, iran etc
- JUNG - By uniting brands with popular culture and contemporary issues, we help our clients to earn a place in everyday conversation and people's hearts.
- The starting point - advertisements for Absolut 1981 - ran in two magazines read by gay men - The Advocate and After Dark. Highly unusual three decades ago - almost all brands feared alienating the larger, mainstream market. Those first Absolut ads were later followed with events in bars, donations to charities and causes, outdoor advertising Ads by Andy Warhol, Keith Haring, Jean Paul Gaultier First big brand to commit to and pursue the LGBT market
- Focus groups/Qualitative survey/Desktop research
- We wanted to challenge prejudice, go beyond stereotypes and clichés, and avoid putting a label on people. We manifested that by taking the label off our iconic bottle.
- 100 000 bottles sold Launched in 25 markets Thousands of press clippings, incl. New York Times, Wallpaper, The Guardian, Huffington Post, Creativity Magazine, Fantastic Man, Love Magazine, Hypebeast, Gay Right Org etc. Accounted for 51% of all ABSOLUT related tweets during the six month launch period 97% positive sentiment (Synnovate) Awarded/Shortlisted at Eurobest, Epica, Spinn and Sabre Awards