Melissa Snelling Sarah Lee Sarah Smalley. From 1948-1996 no liquor ads were shown on any TV station...
-
Upload
morgan-morrison -
Category
Documents
-
view
213 -
download
0
Transcript of Melissa Snelling Sarah Lee Sarah Smalley. From 1948-1996 no liquor ads were shown on any TV station...
Absolut ad airs during the Grammy’s
Melissa SnellingSarah Lee
Sarah Smalley
From 1948-1996 no liquor ads were shown on any TV station or network
Liquor ads usually don’t air on network TV but focus on cable shows such as Bravo, Spike, TBS, FX, Comedy Central, E!, USA
NBC was the first broadcast station to air a liquor commercial in 2001◦ Smirnoff commercial during
Saturday Night Live◦ Ended because of the complaints
Absolut aired its first TV commercial in 2002◦ Spends 30-40% of ad budget on TV
commercials
Background
30 second TV commercial during the Grammy’s on CBS
Reached 31% of all TV households Music is a leading interest among 21-24 year
olds◦ Absolut’s main target market
Liquor usually doesn’t advertise on ABC, CBS, NBC or FOX
First liquor commercial on a CBS owned TV station and first time one aired during the Grammy’s
Absolut Commercial
Absolut’s new campaign features the saying “In an Absolut World”
Sponsored Kanye West’s “glow in the dark tour” and featured him in some commercials
“Hugs”◦ Shows what the world would
be like if instead of currency we used acts of kindness
◦ Music by Louis Armstrong Continues to air on
broadcast and cable TV
In an Absolut World
70% adult viewership required & after 10pm TV is arguably the most powerful advertising
medium because so many young people can be reached through TV
Grammy’s featured artists aimed at a younger crowd◦ Taylor Swift, Miley Cyrus, Jonas Brothers◦ The ad ran after they had all already performed
Do you think it’s okay to air liquor commercials on TV?
Controversy
References Martini Groove. February 9, 2009. Absolut’s Grammy
Commercial.◦ http://martini-lounge.blogspot.com/2009/02/absoluts-grammy-commercial.html
Wine and Spirits Daily. February 9, 2009. Absolut Ad Airs During Grammy’s.◦ http://www.winespiritsdaily.com/2009/02/absolut-ad-airs-during-grammys.html
CNBC. February 9, 2009. Absolut Breakthrough: CBS Allows Spirits Ad During Grammy’s.◦ http://www.cnbc.com/id/29106962
The New York Times. February 9, 2009. More Liquor Ads Pour Onto Broadcast TV. ◦ http://tvdecoder.blogs.nytimes.com/2009/02/09/more-liquor-ads-pour-onto-
broadcast-tv/
YouTube. In an Absolute World Pillows.◦ http://www.youtube.com/watch?v=jSbb9U6GPXE
YouTube. In An Absolut World By Kanye West.◦ http://www.youtube.com/watch?v=YoeU9z_t-8A
YouTube. Absolut’s World Channel.◦ http://www.youtube.com/user/ABSOLUTworld