Absolut Vodka
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Transcript of Absolut Vodka
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
VERONICA YUSHI [email protected] 2.5Copyright (c) 2011 All Rights Reserved