Expert Comments

• Stephanie Krompier, Sterling Brands

  How does a brand, which is over 30 years old, stay relevant to it’s eternally youthful target? With it’s long-standing collaboration with the arts, Absolut has found the answer. It really has proven to be a remarkably clever campaign, allowing Absolut to maintain a consistent brand image whilst leveraging the latest cultural trends and bringing new “news” to their packaging.

  This latest collaboration is interesting in that typically, Absolut will co-brand with a major metropolitan city or an established artist. This time they are combining both as they take us closer to the action by celebrating NYC’s hippest suburb. Perhaps this reflects a trend in branding right now, to be more human and personable. Or maybe, with the collaboration with Spike Lee, they have recognised a new demographic; the aging hipster. As the mom of a 3 year old, I have seen this trend played out, from Jack Black on Yo Gabba Gabba to babies wearing punk onsies.

  Brooklyn has long held a fascination for those outside the mainstream, and the fast pace of gentrification doesn’t seem to have slowed that down. Everyone, from artists and musicians to investment bankers strive to be trendy Brooklynites. Now it seems that brands are recognizing that if you want street cred, this is the place to be. Absolut has found the perfect way to be there.

  Now I’m hoping for Absolut to come out with a celebration of my borough… Absolut Queens. That would be very cutting edge!