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Busy with workshop….enjoy this {link: Absolutely Fabulous break}. Ye,ye, I still have not finished {link:Funny Games, do not you remind me Alok!} want to read about this gorgeous Hop, Skip And a week{link:ABSOLUT HUNK} 

 The Cult brand Absolut does this, relentlessly, time and again. I am sure, like me, you nearly would have jumped out of your skin, seeing the Absolut bottle (this has always been the hero of the brand campaign – A classic Advertising case study) strategically positioned against the modesty of a sturdy yet gorgeously chiseled male….the brand does not say anything, but exudes a compelling attitude towards life.

In his book ‘Absolut, Biography of a Bottle’, which tells the story of the development and success of Absolut vodka, Carl Hamilton describes how Gunnar Broman, the adman behind the genesis of the brand, set about creating a positioning for his new brand:

 

‘Broman started to work his way through his ‘platforms’. Every marketing line needed a platform, and Broman had five: Country of Sweden Vodka, The Blonde Swede, Royal Court Vodka, Damn Swede Vodka, and pure vodka. The most striking thing about Broman was the number of angles of attack. An American agency would have presented no more than two or three basic plans, perhaps even just one plan with variations. All the drafts he would present that day were simple ideas. Borman strongly believed that if any campaign was to be effective, the client must understand the concept behind the campaign’ (Hamilton, 1994).

This, in fact, is a “fictional advertising campaign”, i.e. the brand being an ingredient in HBO’s “Sex and City”….and how it went ahead to become a part of one’s culture and drinking occassions. A sparkling depiction :how effortlessly the Iconic brands slip into our lives….{read on…I am reproducing the content} …  In HBO’s “Sex and the City” episode “Hop, Skip and a Week”, airing tonight, sexy Samantha Jones (Kim Catrall) makes a deal for her latest steamy love interest, Smith Jared (Jason Lewis), to appear in a provocative, fictional advertising campaign called “ABSOLUT HUNK. Smith’s campaign, in which he appears in the nude (his modesty hidden by a strategically placed bottle of ABSOLUT vodka) begins to pop up all over New York City, with perhaps the most impressive display, taking place on a giant billboard in Times Square. In the episode the fictional ad is a huge success. Not only does it set Smith’s career alight, but also prompts the creation of a new drink — the ABSOLUT HUNK, which is subsequently sipped by the girls on the show. The ABSOLUT HUNK has now become a real life drink phenomenon with the drink being ordered in bars all over Manhattan!

And now you can make your own date with the ABSOLUT HUNK … the ingredients include: 4 Parts ABSOLUT VANILIA, 1 part simple syrup, 1 part fresh lime juice and a splash of pineapple juice. Pour ABSOLUT VANILIA over ice in a shaker. (Create simple syrup by mixing equal parts water and sugar together and stand mixture aside until it has dissolved into a simple syrup). Add simple syrup, fresh lime juice and a splash of pineapple juice. Shake or stir well. Strain and serve in chilled martini glass. Garnish with a lime.

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