These ice bars have not only
branded clothes and special drinks but also a branded sound, the so called “The Sound of Ice”, an eclectic selection of international club acts mixed with music influenced by the folk music of northern Sweden.
It was created with a help of
Heartbeats International specialists who also studied the connection between an existence of the special sound and branding.
To study, researches composed a focus group of 21 randomly selected participants, aged between 24 and 38, and served them with nonalcoholic drinks during two visits with different musical settings: playing radio-type commercial music and playing “The Sound of Ice” (pic.).
It was found that when the Absolut Icebar mix was played, 77% of respondents had a greatly enhanced experience, while the number of people who wanted to stay longer or come back rosed by 250%.
When radio-type commercial music was played no one reported the mix as being “creative”. For comparison, the Absolut Icebar mix was named “creative” by one third of the respondents. Also, the number of respondents who described the sound experience as refreshing was 1 when radio-type commercial music was played and 8 when the Absolut Icebar mix was played.
Taking all the collected data into account, the statistics shows that the overall experience was enhanced by 21% and the sound experience by 58% compared with radio-type commercial music.
It should be marked that “The Sound of Ice” could be heard on Spotify (a user: absoluticebar).
December, 2009
Absolut history
