And evolution is a marvelous thing. Imagine its 1980 and you are a rather plain vodka from Sweden, marketed in a simple, colorless, apothecary shaped bottle, and you want to get noticed. You begin to build on the few equities you have, and create over time a kaleidoscope of communications, with diverse, bright, colorful, memorable, images based on this simple bottle shape.
Over the course of 3 decades, with the success of this campaign, you evolve the brand from a simple little vodka to a marvelous colorful butterfly. You build the volume in that time from 90,000 liters to 96 million liters, a 1,000% increase, becoming the number three spirits brand in the world. Survival of the . . .
Apparently its not so different in the real jungle.
Now imagine you are a rather plain little caterpillar, sitting on the edge of a tree branch, and interested in scaring the heck out of foraging birds. You also might try illusion, perhaps trying to look more like a snake ready to pounce, and less like a tiny caterpillar.
I saw these images of caterpillars, by Daniel Janzen in a NY Times piece written by Sean Carroll, and they struck me as the natural equivalent of the Absolut campaign. Both the vodka and the caterpillar were once modest little creatures and through evolution have become rich colorful illusions.
In the interest of full disclosure, we work with Pernod Ricard, but not on this brand.