Abstract

The case discusses in detail the advertising strategies of V&S, Sweden’s leading liquor company, for promoting the world’s third largest premium vodka brand, Absolut. Besides providing detailed information about the history and growth of V&S, the case also provides detailed information about how the Absolut brand was created. The history of the creation of the widely acclaimed Absolut advertising campaign, which is credited for making Absolut the largest selling premium vodka brand in US, has been examined in detail. Absolut’s decision to link its advertisements with art and fashion, and the resulting increase in the brand’s popularity has been discussed. Essentially, the case attempts to understand why and how the Absolut advertising campaign came to be regarded as an ‘advertising legend’ all over the world. The case also talks about several innovative and creative Absolut ads that were launched since 1980.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Advertising and marketing an alcoholic beverage.

Keywords

Advertising, strategies, V&S, Sweden, liquor company, promoting, world, third largest, premium vodka brand, Absolut, history, growth, V&S, Absolut, brand , advertising campaign, credited, largest selling, premium, vodka brand, US, art, fashion, brand's popularity, Absolut, advertising campaign, advertising legend, several innovative, creative, Absolut ads , 1980