HN pulls in Absolut promotion

Following the success of the Absolut Kurant promotion in HN, the Harvey Nichols customer magazine, Redwood has clinched a deal for Absolut Citron.

Following the success of the Absolut Kurant promotion in HN, the

Harvey Nichols customer magazine, Redwood has clinched a deal for

Absolut Citron.



The summer issue of HN carries an eight-page advertorial for the vodka

brand. The mini-cover, designed by HN art editor Sylvie Paggetti,

depicts an Absolut bottle made of lemon peel and is printed on embossed

card.



The advertorial also contains the recipe for a special vodka cocktail,

Absolut Heaven, mixed by the Oxo Tower’s bar manager.



The promotion was sold by HN promotions manager Joanna Hauptman, who is

Redwood’s sales person of the year.



’Absolut was looking for a summer theme that would stand out. Together

we came up with the lemon-peel bottle,’ said Hauptman.



She also sold the UK-exclusive Kurant promotion in HN’s winter issue,

which featured a scent strip containing the blackcurrant flavoured

vodka.



Hauptman said the idea was inspired by Andy Warhol, who used the vodka

as a cologne.



Other promotions in the summer issue feature Spain’s San Roque Club,

Japanese beauty brand Shu Uemura and Case luggage.



HN’s upmarket readership is 80 per cent AB, with an average age of 34

and a household income of pounds 83,000. Hauptman said half of HN’s

advertisers, including Absolut, had no association with the store but

used HN to tap into its cutting-edge image. Chanel recently promoted its

new watch, which retails for pounds 2,000, in the magazine.



Hauptman said HN’s promotions revenue had increased by 224 per cent year

on year.



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