absolutvodkass-120213084552-phpapp02

AGENDA

Basic information

The marketing strategy of Absolut Vodka

A real story of success begins

Two different campaigns over 30 years

It is all about to support the Brand

Conclusion

2

Fe Lix - Germany November, 2011

BASIC INFORMATION

Absolut Rent Brnvin was founded by Lars

Olsson Smith in 1879

Ahus, Sweden

In 1979 Absolut Vodka was launched in the US-

Market

Available in over 150 countries

Worldwide sales 2010: 99million litres

Pernod Ricard took over Absolut in 2008

Fourth largest spirit brand in the world 3


TARGET GROUP

Contrarians and minorities

Youth

Working people

4


COMPETITORS

Vodka:

Smirnoff

Grey Goose

Belvedere

Bacardi Rum

Johnnie Walker

5


MARKETING STRATEGY

Mixture between: advertising, PR and sales

promotion

=> all communication is to enhance the brand

image!

The strategy believes in continuity combined

with variety

6


A REAL STORY OF SUCCESS BEGINS

In 1979 Absolut Vodka introduced its product in

the US-Market

Faced with few challenges:

Most competitive market in the world

Who would buy a vodka from Sweden?

Absolut is a premium vodka in a higher price

level

Totally unknown

7


ABSOLUT BOTTLE AD

The first marketing campaign of Absolut

Started 1979 and ran over 25 years

The Bottle shape should be unforgettable

One of the famous marketing campaigns which

ever existed

Absolut won over 350 awards in the last years for

its Bottle Ad Campaign

8


EXAMPLES BOTTLE AD

9


IN AN ABSOLUT WORLD

Second marketing campaign discontinued

2010

No establishing of the brand anymore

Focus is on the message

What happen In An Absolut World

Sale increased by 9%

10


EXAMPLES IN AN ABSOLUT WORLD AD

11


ITS ALL ABOUT TO SUPPORT THE BRAND

Long marketing campaigns

Seventeen different flavours

Hundreds of different limited edition bottles

Cooperation with artists and musicians

Overexposure of Absolut Vodka in the media,

magazines, bars, stores and unlikely locations

12


ABSOLUT FLAVOURS

Seventeen different flavours

One premium flavour Absolut Elyx

13


ABSOLUT LIMITED EDITION

Hundreds of limited editions bottles and second

skins

Special design and low quantities

14


ABSOLUT ART AND MUSIC

Absolut started many projects with artists and

musicians to become more popular

Famous partners: Jean-Paul Gaultier, Philipp

Plein, Andy Warhol, Keith Haring, and Lenny

Kravitz

15


ABSOLUT IS EVERYWHERE

Overexposure of Absolut in media and magazines

Spent much money to present the brand in tv

shows, movies and series

16


CONCLUSION

Present on every channel to become more popular

Absolut has to encourage the european market

Absolut Vodka is a symbol for clever marketing

17


THANK YOU FOR YOUR ATTENTION

18

Fe L

ix - G

erm

an

y

Novem

ber, 2

01

1

ABSOLUT GUERILLA MARKETING

Absolut targeted consumers in a vulnerable

situation

19


Documents

absolutvodkass-120213084552-phpapp02