On my way to Fenway Park for last night’s Red Sox game, I saw this being installed in the plaza in front of the Prudential Center. I figured it had something to do with branding, so I went back today to take some additional pictures and try and learn more about this promotion, advertising campaign and brand strategy. Here is what I found out:
It turns out that Absolut has introduced a series of limited edition Vodka’s based on American cities and the limited edition batch for 2009 is Boston. To launch the spirit, Absolut and Boston have developed a fully integrated marketing campaign including the wall, which features plaques signed by Boston area sports icons, including Red Sox greats like Carton Fisk, Carl Yastrzemski and Johhny Pesky and Olympic gymnast Alicia Sacramone. (Those are the only ones I remember at the moment. Cut me some slack. It was really hot out today and I could only snap so many pictures on my iPhone.)
UPDATE: From Absolut Boston on Facebook:
Today ABSOLUT and the Charles River Conservancy unveiled the ABSOLUT® BOSTON Wall of Pride. On view in Boylston Plaza until Sept. 4th, the wall displays the handwritten remembrances of Jim Rice, Johnny Pesky, Doug Flutie, Amy Poehler, The Dropkick Mu rphys and other distinguished Bostonians. Bid for their signed wall tiles in the charity auction and own a piece of Boston history – click the ‘Auction‘ tab on our page.
Either way, this is great for the brand, as Absolut seems to have captured the essence of the Boston brand by incorporating it’s strong culture, history and athletics pride in the campaign. They are also interested in preserving the city which I greatly appreciate as a resident. Al0ng with the mini-Green Monster, the tag line “Everyone gets a piece of the wall,” echoes the sentiments of all who want to someday knock one over, or at least into, the Green Monster (Just a few days ago I was thinking that I could probably hit a ball pretty close). Plus, when you look into the bottle, it actually looks like a piece of the Green Monster.
Does anyone know what agency was responsible for this promo?
Full information on Absolut Boston is below, along with some additional photographs of from the downtown promotional wall.
Based on the information from the Absolut Boston Facebook fan site (http://www.facebook.com/absolutboston)
ABSOLUT® BOSTON is third in a series of limited-edition, premium vodkas inspired by the most distinguished US cities.
Featuring a collector’s quality bottle that honors Boston’s famous left-field wall, its unique, delicious flavor comes from a revolutionary blend of black tea and elderflower.
Mission: To give back to the city it celebrates, a portion of profits from ABSOLUT® BOSTON will go to the Charles River Conservancy – a nonprofit dedicated to the renewal and stewardship of the Charles River Parklands.
Editor’s Note: I saw that Stephanie’s on Newbury was hosting a party for the launch with a variety of cocktail choices with Absolut Boston, as well as an ice sculpture on the outdoor patio. Also, I purchased a 1-liter bottle from Al’s Liquors in South Boston for $26.99. I heard bottles are only $19.99 in New Hampshire, but I couldn’t wait.
1 Comment
August 26, 2009 at 5:38 pm
Very cool and compelling marketing campaign! It’s one of those ideas that everyone wishes they had thought of themselves.