Absolut Vodka - Creating Advertising History

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Case Details:

Case Code : MKTG078
Case Length : 17 Pages
Period : 2003
Pub Date : 2003
Teaching Note :Not Available
Organization : Absolut Spirits Company Inc. (ASC)
Industry : Liquor
Countries : Sweden

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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"Absolut advertising is celebrated not just for its longevity but also for its ingenuity. Readers tear out the advertisements and hang them on their walls. Librarians have to guard their magazines from being de-Absoluted. College students actually collect and trade ads. A SoHo antique shop hawks copies of Absolut Wonderland, while a Madison Avenue newsstand carefully razors the Absolut pages from its stock and sells them for a few dollars apiece."

- An article 'A Visual Analysis of the Absolut Vodka Advertising Campaign,' written by a student at www.southwestern.edu, 2002.

'Absolut Change' - A New Advertising Launch Pad

In March 2003, Absolut vodka, the globally popular premium spirits brand of the Absolut Spirits Company Inc. (ASC) launched its new product 'Absolut Vanilia' on the Internet.

For this US subsidiary of the Swedish liquor company V&S Vin & Sprit, the event was a departure from its age old tradition of launching print advertisements to introduce new products.

Though Absolut had used the Internet for advertising earlier, this was the first time it was using it as the primary advertising channel to launch a new product variant.

Commenting on this, Kempe Forsberg, ASC's Vice President (Marketing) said, "Absolut Vanilia deserves a different type of introduction; www.absolut.com (the company's website) will entice spirits connoisseurs and consumers with the distinct robust character of Absolut Vanilia, bringing them into the world of Absolut and allowing them to experience Absolut Vanilia in their own way." Absolut revamped www.absolut.com specifically for the new product.

The website offered interactive features like narrative films (users could attend interactive online parties), 'drink fashions' (users could get lessons on making different types of cocktails using Absolut), online invitations (users could send e-mail invitations to visitors for real offline parties) and the Pick up line generator (using which people could find a date). In addition to these, the website offered three different web links: Absolut Display, Absolut Reality and Absolut Campaigns. These links provided users with information related to Absolut, like the brand's collaborations with fashion designers and artists, cocktail recipes using different Absolut variants, and updates of the latest Absolut marketing and advertising campaigns.

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