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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Excerpts
'Absolut Preparation' - The Making of the Vodka
As mentioned earlier, V&S began toying with the idea of selling Swedish vodka in US in early 1978. This was a result of the findings of the research it conducted regarding worldwide liquor consumption trends.
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The research revealed that the consumption of brown liquor (like wine, whisky, beer) was falling across the world, while consumption of white liquor (like vodka) was rising. More importantly, the consumption of vodka was being seen as fashionable in the US in this period.
While traditionally, older men comprised the core customer segment for vodka, now women and younger people belonging to the affluent classes were consuming vodka.
Thus, companies from different parts of the globe rushed in to sell vodka in the country. The Russian vodka brand 'Smirnoff' was already very popular in the US...
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'Absolut Adventure' - Making of a Legend
In early 1979, Absolut vodka was launched in the US at the liquor trade convention held at Fairmont Hotel in New Orleans. Initially, Carillon concentrated the marketing efforts in and around New York, Los Angeles, San Francisco and Boston because these were the places where new trends were created, media attention was intense and the bar culture prevailed...
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'Absolut Continuity' - The Brand Marches Strongly Ahead
By 2000, Absolut advertisements were recognized the world over for their stylish, humorous, and innovative attributes. As people began collecting the ads, analysts observed that the brand had become an advertising phenomenon.
More importantly, sales of Absolut were increasing rapidly over the years (Refer Exhibit VI for sales from 1979-2002). In 2000, V&S reportedly sold 7.3 million cases world wide, an increase of 2.5 million cases since 1995...
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Exhibits
Exhibit I: A Brief List of Awards Won by Absolut Advertisements
Exhibit II: V&S -Income Statements (1997-2002)
Exhibit III: The First Absolut Vodka Print Advertisement
Exhibit IV: Absolut's Association With Art And Fashion
Exhibit V: A Few Absolut Advertisements
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