Presentation about the history, development, two marketing campaigns and the world of Absolut Vodka (2011)

2. AGENDA
 Basic information
 The marketing strategy of Absolut Vodka
 A real story of success begins
 Two different campaigns over 30 years
 It is all about to support the Brand
 Conclusion
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November, 2011 Fe Lix - Germany

3. BASIC INFORMATION
 Absolut Rent Bränvin was founded by Lars
Olsson Smith in 1879
 Ahus, Sweden
 In 1979 Absolut Vodka was launched in the US-
Market
 Available in over 150 countries
 Worldwide sales 2010: 99million litres
 Pernod Ricard took over Absolut in 2008
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 Fourth largest spirit brand in the world
November, 2011 Fe Lix - Germany

4. TARGET GROUP
 Contrarians and minorities
 Youth
 Working people
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5. COMPETITORS
 Vodka:
Smirnoff
Grey Goose
Belvedere
 Bacardi Rum
 Johnnie Walker
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6. MARKETING STRATEGY
 Mixture between: advertising, PR and sales
promotion
=> all communication is to enhance the brand
image!
 The strategy believes in continuity combined
with variety
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November, 2011 Fe Lix - Germany

7. A REAL STORY OF SUCCESS BEGINS
 In 1979 Absolut Vodka introduced its product in
the US-Market
 Faced with few challenges:
 Most competitive market in the world
 Who would buy a vodka from Sweden?
 Absolut is a premium vodka in a higher price
level
 Totally unknown
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November, 2011 Fe Lix - Germany

8. ABSOLUT BOTTLE AD
 The first marketing campaign of Absolut
 Started 1979 and ran over 25 years
 The Bottle shape should be unforgettable
 One of the famous marketing campaigns which
ever existed
 Absolut won over 350 awards in the last years for
its „Bottle Ad Campaign“
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9. EXAMPLES BOTTLE AD
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10. IN AN ABSOLUT WORLD
 Second marketing campaign discontinued
2010
 No establishing of the brand anymore
 Focus is on the message
 What happen “In An Absolut World”
 Sale increased by 9%
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11. EXAMPLES IN AN ABSOLUT WORLD AD
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12. IT’S ALL ABOUT TO SUPPORT THE BRAND
 Long marketing campaigns
 Seventeen different flavours
 Hundreds of different limited edition bottles
 Cooperation with artists and musicians
 Overexposure of Absolut Vodka in the media,
magazines, bars, stores and unlikely locations
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13. ABSOLUT FLAVOURS
 Seventeen different flavours
 One premium flavour – Absolut Elyx
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14. ABSOLUT LIMITED EDITION
 Hundreds of limited editions bottles and second
skins
 Special design and low quantities
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15. ABSOLUT ART AND MUSIC
 Absolut started many projects with artists and
musicians to become more popular
 Famous partners: Jean-Paul Gaultier, Philipp
Plein, Andy Warhol, Keith Haring, and Lenny
Kravitz
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16. ABSOLUT IS EVERYWHERE
 Overexposure of Absolut in media and magazines
 Spent much money to present the brand in tv
shows, movies and series
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17. CONCLUSION
 Present on every channel to become more popular
 Absolut has to encourage the european market
 Absolut Vodka is a symbol for clever marketing
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18. November, 2011
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THANK YOU FOR YOUR ATTENTION
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19. ABSOLUT GUERILLA MARKETING
 Absolut targeted consumers in a vulnerable
situation
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November, 2011 Fe Lix - Germany