Recent scientific research has provided further evidence of the importance of rituals, proving that food actually tastes better when it’s part of a ritual.
I think ABSOLUT has hit the nail on the head with this one. Ultimately, it works because everyone wants to be an individual – the younger demographic especially. So offering a product that no-one else can possibly have is bound to be a winner.
But what use is being an individual if no-one knows you have a one in four million bottle? Well, tell the world on Facebook, Twitter or Instagram and problem solved!