Huffer and Absolut paint it black for fashionable new brand alliance
Fashion and vodka: a match made in heaven, really. And last night’s media unveiling of the Huffer-inspired Absolut NZ was a marketer’s dream—and an almost world first.
It’s just your regular bottle of Absolut, but the limited edition offering now comes in a nifty, Kiwi as bro Huffer-inspired case. The partnership continues Absolut’s approach of joining forces with style icons around the world and puts Huffer alongside the likes of Tom Ford and Andy Warhol. But it’s a big move for Absolut, a Swedish SOE that was purchased by Pernod Ricard in 2008. The company has always used global advertising campaigns (from TBWA\ Worldwide in New York), which makes New Zealand just the second country to be allowed a regional campaign (China being the other).
“We’re beyond proud to be involved with this collaboration and to partner with an international brand like Absolut,” says Steve Dunstan, Huffer company director. No doubt about it, it will also be getting some great mileage out of the new association with New Zealand Fashion Week just around the corner, of which Absolut are a major sponsor.
While New Zealand is Absolut’s smallest international market, Dave Poole, Pernod Ricard head of marketing, reckons we’re pretty damn cutting edge here in moa-land.
“We’re almost the Team New Zealand of vodka. Getting sign-off from the global company was a massive effort that took ages. Having TBWA/Whybin in New Zealand was essential to getting any regional marketing and advertising off the ground, and together we’ve done an amazing job. We did a lot of research with Kiwis and asked ‘what’s missing between vodka and you?’ They wanted the big global brand to tip their hats to them; they wanted to get a Kiwi message across and feel that Absolut cared about them.”
As for the partnership itself, Huffer is an iconic Kiwi brand, well-regarded by the average, slightly polished bloke to the high-brow, high-street fashionista. Or, as Poole puts it “a brand that was accessible yet aspirational”.
“We started with an idea and we wanted a New Zealand feel and pack, rang up Huffer and went from there. It’s a perfect fit, world famous in New Zealand.”
1000 dozen packs and bottles will be available for a limited time through retail chains like Super Liquor and Liquorland, and there’s another run for duty-free stores.
KieranC
June 17, 2011
Well done Huffer!
42 will have to lift their game
Liz Taylor
June 17, 2011
This is so cool. I love it. Great for NZ, superb concept and RWC timing is exceptional. Congrats.
Jess
June 17, 2011
Nice work guys. Marriage made in heaven.
Really?
June 20, 2011
So all I can see at the mo – is a flash bottle and piggyback branding. Am I missing something else?
Also I thought "world famous in New Zealand" was a saying owned by someone else – someone with a ton more 'moa-land' heritage than both Absolute or Huffer.
For me a big fat yawn. Plus Absolute tastes like crap-o-la.
Bill
July 23, 2011
I want.