Pernod Ricard drops Vodka from Absolut logo to maximise brand

Pernod Ricard has axed the ‘Vodka’ text from Absolut’s logo to enable it to expand its marketing to new areas without cannibalising the brand’s cache.

AbsolutNew-Logo-2014_460
The updated Absolut logo will be rolled out in the coming months.

The new logo, created by the Brand Union, replaces the traditional three-line branding – Absolut Country of Sweden – on all marketing assets, with the exception of the bottle itself. It incorporates an updated typeface and colour palette, which the company claims will bring the vodka under one common look and feel.

Pernod Ricard has used the simplified Absolut name in the past, as have many drinkers, and the change has been made to reflect that recognition while also setting it up for future growth. The drinks maker says the refreshed identity has been created to “simplify, unify and amplify the brand’s messaging platforms, allowing the editorial team to tell a wide-range of stories, while still feeling distinctly Absolut”.

It is an extension of the vodka’s recently launched “Transform Today” strategy to tighten its ties to the creative arts.

AbsolutOld-Logo-2014_304
The old Absolut logo (above) will only appear on bottles.

The refreshed master brand is being pushed initially through the brand’s revamped online portal, which launched earlier this week (7 January), to usher in a more localised approach to how it engages fans online. The online overhaul is a move away from the more static nature of Absolut’s previous effort, which featured ads from its latest campaigns and details about the vodka’s heritage.

Pernod Ricard’s investment in its flagship vodka brand comes at a time of heightened competition in the category as spirits makers bring the heritage of their brands to the fore to exploit demand for premium drinks.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here