Abstract

This Case is also available in Spanish Language. For more details refer to OLMKTG079 in “Part - B”. 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:

• Creating and managing strong brands.

Keywords

Harry Potter, books, multi-billion, dollar, business, 21st century, creation, development, management, Harry Potter, brand, examined, marketing, promotional, Harry Potter, UK, US, Warner Brothers, brand, marketing property, J.K Rowling, protective, brand's image, diluted, future, business prospects