Absolut Vodka - Creating Advertising History

            
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Please note:

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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Case Details:

Price:
Case Code : MKTG078 For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Shipping & Handling Charges extra

Themes

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

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.

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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.

Issues:

• How innovative advertising helps in creating brand recognition and brand awareness among consumers

• How advertising helps in differentiating a product especially when competing in product categories where there is not much scope for differentiation

Contents:

  Page No.
'Absolut Change' - A New Advertising Launch Pad 1
'Absolut History' - V&S Vin & Spirit AB 2
'Absolut Preparation' - The Making of the Vodka 4
'Absolut Adventure' - Making of a Legend 7
'Absolut Continuity' - The Brand Marches Strongly Ahead 10
Exhibits 13

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

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