How Aboslut’s distinctiveness helped them grow market share in a crowded category

12/04/22 • 12 min

Behavioral Science For Brands: Leveraging behavioral science in brand marketing.

The Von Restorff Effect tells us that brands who behave
like their peers are condemned to invisibility. This episode explores
how Absolut leveraged this principal to create distinction within
the category and turn the iconic shape of its bottle into
a cultural phenomenon.

Next Episode

How L'Oréal emphasizes their cost to signal quality

L'Oréal Paris' famed tagline, “Because You’re Worth It” has been used by the brand for over 50 years. This episode explores how L'Oréal has used behavioral science tactics such as perceptual fluency and literal & lateral applications to boost its perception of value and popularity over the years with its consumers.

Behavioral Science For Brands: Leveraging behavioral science in brand marketing. - How Aboslut’s distinctiveness helped them grow market share in a crowded category

Transcript

[00:00:00] MichaelAaron: Today on the Behavioral Science for Brands podcast, we are talking Andy Warhol vodka and an unexpected colonial. We are diving deep into absolute vodka and we are going to reveal some science behind their marketing. I'm Michael Aaron Flicker. And I'm Richard Sch. Let's get

[00:00:26] Richard: into it.

[00:00:33] MichaelAaron: So we've chosen Absolute Vodka today as one of the most iconic, uh, beverage alco