PRODUCTS AD CAMPAIGN ANALYSIS

PRODUCTS AD CAMPAIGN ANALYSIS

Made in Sweden

"Absolut Rent Brännvin"

Global Market in 1979

The 3rd Largest International Spirit

THE ABSOLUT COMPANY

Lars Olsson Smith

125 YEARS AGO, A MAN WHO HAD NEVER MET HIS PARENTS BECAME THE KING OF VODKA .

ONE FACTORY.

ONE WELL.

ONE WHEAT FIELD.

ONE FACTORY.

ONE WELL.

ONE WHEAT FIELD.

ONESOURCE

Excellence in Marketing Awards

“Absolut Book: The Absolut Vodka Advertising Story” Sold 300,000 Copies

ABSOLUT SUCCESS

WE UNDERSTAND THATWE'RE SELLING VODKA;

WE'RE NOT SELLING ADS.

THE HERO IS THE BOTTLE.THE BOTTLE IS THE STAR.

THE FLAVORS ARE LIKE NUANCES OF NATURE, PUT IN A BOTTLE.

ONE OF THE

FIRSTCONSUMER BRANDSTO EMBRACE THELESBIAN & GAYRIGHTS MOVEMENTS

CLARITY CONSISTENCYQUALITY RESPONSIBILITY

PRODUCTPROFILE

TARGET MARKETUrbanites 21 - 35

TARGET MARKETUrbanites 21 - 35

PSYCHOGRAPHICS CHARACTERISTICSYoung, Up and Coming Individuals

PRODUCTS AD CAMPAIGN ANALYSIS

A SMART, STYLISH, CONTEMPORARY, CREATIVE, UNEXPECTED, WITTY BRAND OF SUPERIOR QUALITY.

BRAND IDENTITY PRISM

REFLECTION

SELF-IMAGE

PHYSIQUERELATIONSHIP

CULTURE

PERSONALITY

Distilled Liquor Beverage

BRAND IDENTITY PRISM

REFLECTION

SELF-IMAGE

PHYSIQUERELATIONSHIP

CULTURE

PERSONALITY

Distilled Liquor Beverage

Brings Class And Luxury

BRAND IDENTITY PRISM

REFLECTION

SELF-IMAGE

PHYSIQUERELATIONSHIP

CULTURE

PERSONALITY

Distilled Liquor Beverage

Brings Class And Luxury

Not Very Expensive

BRAND IDENTITY PRISM

REFLECTION

SELF-IMAGE

PHYSIQUERELATIONSHIP

CULTURE

PERSONALITY

Distilled Liquor Beverage

Cutting Edge, Playful, Sophisticated

Brings Class And Luxury

Not Very Expensive

BRAND IDENTITY PRISM

REFLECTION

SELF-IMAGE

PHYSIQUERELATIONSHIP

CULTURE

PERSONALITY

Distilled Liquor Beverage

Cutting Edge, Playful, Sophisticated

Swedish Culture, Youth, Think Local

Brings Class And Luxury

Not Very Expensive

BRAND IDENTITY PRISM

REFLECTION

SELF-IMAGE

PHYSIQUERELATIONSHIP

CULTURE

PERSONALITY

Distilled Liquor Beverage

Cutting Edge, Playful, Sophisticated

Swedish Culture, Youth, Think Local

Brings Class And Luxury

Not Very Expensive

Being The Absolut, Stylish, Different

BRAND IDENTITY PRISM

REFLECTION

SELF-IMAGE

PHYSIQUERELATIONSHIP

CULTURE

PERSONALITY

Distilled Liquor Beverage

Cutting Edge, Playful, Sophisticated

Swedish Culture, Youth, Think Local

Brings Class And Luxury

Not Very Expensive

Being The Absolut, Stylish, Different

} EXTERNALIZATION

BRAND IDENTITY PRISM

REFLECTION

SELF-IMAGE

PHYSIQUERELATIONSHIP

CULTURE

PERSONALITY

Distilled Liquor Beverage

Cutting Edge, Playful, Sophisticated

Swedish Culture, Youth, Think Local

Brings Class And Luxury

Not Very Expensive

Being The Absolut, Stylish, Different

} EXTERNALIZATION

} INTERNALIZATION

The Secret Behind the Ads

ClaritySimplicityPerfection

ESTABLISHED THROUGH:

ADVERTISINGFASHIONARTMUSIC

CLARITY SIMPLICITY PERFECTIONBRANDVALUES

ABSOLUT: ABSOLUTELY NO CHANGE IN 25 YEARS

ABSOLUT VODKA IS NOW BEING POURED IN 126 MARKETS .

ANYONE CAN CONTRIBUTE TO ABSOLUT - THE POWER OF USER GENERATED CONTENT

ESTABLISHED THROUGH:

ADVERTISINGFASHIONARTMUSIC

CLARITY SIMPLICITY PERFECTIONBRANDVALUES

ABSOLUTFASHION ABSOLUT VERSACE.

ABSOLUTFASHION ABSOLUT VERSACE.

ABSOLUTFASHION ABSOLUT VERSACE.

ABSOLUTFASHION ABSOLUT TOM FORD.

ABSOLUTFASHION ABSOLUT TOM FORD.

ABSOLUTFASHION ABSOLUT TOM FORD.

ABSOLUTFASHION ABSOLUT LEGENDS.

ABSOLUTFASHION ABSOLUT LEGENDS.

ABSOLUTFASHION ABSOLUT LEGENDS.

ESTABLISHED THROUGH:

ADVERTISINGFASHIONARTMUSIC

CLARITY SIMPLICITY PERFECTIONBRANDVALUES

ESTABLISHED THROUGH:

ADVERTISINGFASHIONARTMUSIC

CLARITY SIMPLICITY PERFECTIONBRANDVALUES

ESTABLISHED THROUGH:

ADVERTISINGFASHIONARTMUSIC

CLARITY SIMPLICITY PERFECTIONBRANDVALUES

ESTABLISHED THROUGH:

ADVERTISINGFASHIONARTMUSIC

CLARITY SIMPLICITY PERFECTIONBRANDVALUES

ESTABLISHED THROUGH:

ADVERTISINGFASHIONARTMUSIC

CLARITY SIMPLICITY PERFECTIONBRANDVALUES

THE SOUND OF ABSOLUT

ABSOLUTELY AWESOME GUERRILLA MARKETING

“IN AN ABSOLUT WORLD”Fanciful Scenarios: Target Audience Think Would Constitute A Perfect, Or "Absolut", Reality

“IN AN ABSOLUT WORLD”Fanciful Scenarios: Target Audience Think Would Constitute A Perfect, Or "Absolut", Reality

PRODUCTS AD CAMPAIGN ANALYSIS

Volume in ‘000s of 9L cases

5027

377 343 324 319 313 265 262 218 162 122 95 95 41

USA Canada Spain UK Germany Mexico Greece Poland Israel Sweden Russia Brazil Brazil China

US MARKET

INDIAN, CHINA&

BRAZIL MARKETSINTER

NATIONAL M

ARKETS

ABSOLUT’S CURRENT STANDING

HIGH BRAND RECALL & RECOGNITION

STYLISH, HUMOROUS & INNOVATIVE ADVERTISEMENT ATTRIBUTES

STRONG BUSINESS PERFORMANCE

SUCCESSFUL, LONG-RUNNING CAMPAIGN

STRENGTHSWOTANALYSIS

POTENTIAL DRAWBACKS OF PREMIUM IMAGE

PHYSICAL DRAWBACKS OF PRODUCT RAISED

FACING A TENDENCY OF PEOPLE DRINKING “LESS BUT BETTER”

ADVERTISING TIREDNESS

VODKA PRODUCTION PEDIGREE

WEAKNESSSWOTANALYSIS

DESIRE & CURIOSITY OF SEEING NEW AD FOR ABSOLUT

POTENTIAL GROWTH FROM NEW PRODUCTS & NEW ADS

APPEAL TO YOUNG PEOPLE

NEW MARKET: PRE-MIXED DRINKS

OPPORTUNITYSWOTANALYSIS

FACING MORE COMPETITION IN THE GLOBAL MARKET

COSTLY & RISKY TO DEVELOP A WHOLE NEW SUCCESSFUL CAMPAIGN

VODKA MARKET IS HIGHLY DEMANDING

MAINTENANCE OF HIGH STANDARDS SET FOR ITSELF

THREATSWOTANALYSIS

PRODUCTS AD CAMPAIGN ANALYSIS

CONCLUSION

www.aboslut.comwww.absolutads.comhome.aubg.bg/students/EMT070www.youtube.com/watch?v=5p0QtJMKt1swww.youtube.com/watch?v=jSbb9U6GPXEwww.brandchannel.com/features_profile.asp?pr_id=60zero-zed.blogspot.com/2007/12/brand-new-absolutworld.htmlblog.futurelab.net/2008/02/why_the_absolut_campaign_switc.htmlimpmark.blogspot.com/2011/02/absolut-lomo-clever-marketing-for.htmlwww.businessweek.com/bwdaily/dnflash/jan2006/nf20060116_1577_db039.htmwww.ronnestam.com/2007/11/06/an-absolut-but-tragicchange-in-advertising-strategy

REFERENCES

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