5. Three ‘Big Bangs’ in less than 8 years
SEAGRAM 2001 ALLIED DOMECQ 2005 VIN & SPRIT 2008
2000 2003 FY 07/08 2008 FY 09/10
NET SALES* (€Bn): PR global
Co-leader
€1.8 Bn €3.4 Bn €6.6 Bn
+ = €7.1 Bn
PROFIT** (M€):
€1,795 M
€300 M €740 M €1,520 M
* W&S sales ** Operating profit W&S
6. Co-leader in the spirit category
Western Style Spirits – Ranking among International groups
Volume of spirits: in millions of 9-litre cases (1)
104
93
35
30 30
N° of Top 100 brands 16 17 7 7 5
6
(2) Source : Impact published in 2010
(1) Source : PR Market View, based on IWSR data ending 2009 – “Western Style spirits” excluding RTD, wines, wine-based aperitifs & agencies brands. – Ranking among international groups. PR portfolio at 30/06/10.
7. n°4 in the champagne category
Volume of champagnes
Volume of champagnes: in millions of 9-litre cases
4.0
1.6
1.4
0.8 0.7 0.6
7
Source: PR Market View, based on IWSR data ending 2009. Champagne
8. n°4 in the wine category
Volume of branded quality wines > US$3
Volume of wines: in millions of 9-litre cases
58
37
34
22
16
12
8
Source: PR Market View, based on IWSR data ending 2009 – Branded bottled still wine (brands priced > US$ 3) & sparkling wine (brands priced > US$ 5). Ranking among international groups.
Pernod Ricard Portfolio at 31/12/09
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44. Intervention M2 WINE - Bordeaux International Wine Institute
Inter-cultural management
Differences & similarities in French & Swedish business culture
3
45. European Business case by Colin Moon:
What if your boss ask you what you think
about his opinion and if you totally
disagree?
2
58. FRENCH - SWEDISH MANAGEMENT, SOME THOUGHTS…
French and Swedish way to handle:
• Time:
⌐ Linear vs cyclical
⌐ Work –life balance
• Hierarchy
⌐ Decision process
⌐ The role of the boss
⌐ Power distance
• Conflict
59. French and Swedish way to handle time
Germany Sweden/Norge DK Czech R. France Turkey
1 - 2 - 3 - 4 - 5 - 6 - 7 - 8 - 9 - 10
Time is concrete/limited Time is
elastic/plentiful
Inflexible schedules/deadlines Flexible schedules/deadlines
Able to predict/forecast Believe in fate
One task at a time Multiple tasks at a time
Changes/deviations unwelcome Changes/modifications unavoidable
___Linear time___ ____Cyclical time______
60. French and Swedish way to handle time-
work-life balance
“The Swede is very keen to find
that comfortable work-life balance.
Work is OK as long as it doesn’t
interfere too much with his free
time”
Colin Moon “the secret file”
62. French and Swedish way of handling hierarchy-
Decision process
“As a Swede sees it, it is better to
debate a question without settling
it than to settle a question without
debating it” …
…”then they compromise. The
word compromise is music to a
Swede’s ears”
Colin Moon “the secret file”
63. French and Swedish way of handling hierarchy-
Role of the boss
Should the boss have all the answers?
Japan 78%
Russia 74%
China 73%
Ukraine 72%
France 61%
Estonia 46%
Netherlands 38%
Finland 24%
Denmark 23%
Norway 16%
Sweden 7%
Source: Time Magazine
64. French and Swedish way of handling hierarchy-
power distance
Sweden Finland Italy Spain France Russia
1 - 2 - 3 - 4 - 5 - 6 - 7 - 8 - 9 - 10
Responsibility delegated to many Power in the hands of a few
Boss can be questioned Boss’s word is final
Boss - consultative democrat Boss- authoritarian/caring father
Leadership by communication/motivation Leadership by personality/charisma
Low power distance High power distance
66. French and Swedish way of handling conflict
“Being neutral and avoiders of
conflict, the Swedes are careful
not to express an opinion. This
may lead to heated discussion,
which Swedes consider hysterical
behavior ”
Colin Moon “the secret file
67. Conclusion: the best off
« If God had been a Swede there
wouldn’t have been the ten
Commandments but the Ten
proposals, to be discussed in
small groups at the next kick-off
with Moses the team leader”
Colin Moon
69. Intervention M2 WINE - Bordeaux International Wine Institute
The Absolut Case
Absolut Vodka
- Discussion: What does Absolut vodka brand stand for
you?
- Video
- Brand presentation
3
70. Intervention M2 WINE - Bordeaux International Wine Institute
The Absolut Case
Absolut Vodka
3
100. Timings
Pre-summer Greyhound event tour Post-event
RSVP Contest Contest winner announcement
Contest ATL
1. ANTICIPATION 2. EXPERIENCE
3. Maintain ENGAGEMENT
Promotion Sharability
Facebook Hub
Build FB fanbase
Early June VIP June 26th Mid August
Greyhound areas
at Summerburst for First Greyhound Pride TVC
on-trade accounts event Greyhound finale
only 20
101. Anticipation: Concentrated on Facebook
Global facebook page
Summer tour tab Local contest
linked to app
LOCAL Contest
Need to RSVP to SUMMER
TOUR
win tickets to RSVP
Remix Greyhound
Greyhound events and become the
warm-up dj at the
Additional content next Greyhound
(if relevant) event
•remixes of local djs Remix Greyhound
•pictures of events (if and win a trip to
legally possible) Ibiza with SHM
Landing page is local page ! (to comply with LEGAL)
either local remix app (on rmx console)
either Summer tour RSVp tab
21
102. ABSOLUT GREYHOUND Online
Spotify - Page
A content hub within Spotify, where Absolut could distribute
exclusive content and engage with consumers whilst they are
listening music.
The possibilities of creating meaningful and deep interaction
are endless on an Advertiser Page; you can publish video,
music, tour dates, competitions, you name it. It is an HTML5
environment which is entirely dynamic.
Promote and drive traffic to the Advertiser Page via
advertising on Spotify, via Absolut's and SHM's fan base on
Facebook, as well as via other communication.
Selected content highlights may also be distributed through
ad formats on Spotify.
Target according to target group interest and age, +25.
Recommended budget: 300.000 SEK
Period: 1 month (August)
102
103. ABSOLUT GREYHOUND Online
Absolut US
Facebook
Mass medium with a high traffic driving value
Targeted according to target group interest and age,
+25.
Opportunity to create engagement and interaction. Use
as a active medium allowing the fans to interact with
the brand.
Recommended budget: 150.000sek
Period: 3 months (August, Sept, Oct)
We can drive 4000 users/month
103
104. Search Sponsored Links
Using the right keywords with the right message and bidding
the correct price to maximize positioning, click-through, and conversion.
104
105. EVENT e y h o u n d Su m m e r To u r
Gr
• Famous and cutting edge local Dj
• Dj booth in chrome with pink typing/logo
• LED screens behind the dj displaying the
Greyhound music video
• Displaying pink grape fruits on chrome trays
and bowls
• A large replica of robot greyhound
• Lighting: strobe, pink washes
An overall manner with a high energy nightclub
feel, and colours Pink Grape, Black/White,
Metallic/Chrome and Sky blue
105
106. EVENT e y h o u n d Su m m e r To u r
Gr
• Hand out metallic/chrome venetian masquerade
masks to all guests
• Photo-opp wall for arriving guests
• Drink tickets in chrome and pink/sky blue
• Venue staff dressed according to the Greyhound
music video
QR code on drink menus, posters, tickets etc. with
call to action:
’Make your own remix’ and ’See your party images’
106
107. TVC
Gr e y h o u n d Sw e d is h h o u s e Ma f ia
http://www.youtube.com/watch?
v=CmlRK8Da6GE
107
108. TVC:
objective: recruit young adults
Summary
Total TRP’s 298 Objective: 227 TRP’s
Likeability score 3,50 vs benchmark* score of 3,16 (scale 1-5, 1 ”do not like” and 5 “excellent”)
Sum positive/negative charge of the listed words: 183 vs benchmark* 117
Overall opinion: 98% having an opinion with the arguments Good, Modern/futuristic
Strengths TVC: 81% positive and 11% nothing. Music
Weaknesses TVC: 35% negative and 57% nothing. Presentation of the product
Conclusion and recommendation
The Greyhound TVC has an observation level that is below expected on observation in the A20-39 target BUT
in the younger audience the results show expected observation levels. Liking scores are well above general
benchmarks for A20-39.
We are observing the desired responses: “it’s cool to drink ABSOLUT” and “the ad makes me more positive
towards the brand” in the primary target audience
The Greyhound execution is appealing to a very young target audience, in line with objectives. The spill over
effects to broader audiences is though limited and that needs to be taken in to account when communicating
with such a narrow target audience through TV.
109. EVENT e d is h Ho u s e Ma f ia c o n c e r t
Sw
109
110.
111. ABSOLUT
ELYX
absol ut
Do in g th in g s d if f e r e n tl y
ABSOLUT ELYX was inspired by the same passion
for transcending conventions.
ABSOLUT ELYX is handcrafted and copper distilled
for
a natural pure taste.
A product of real substance, introducing a new vision
on vodka making.
112. ABSOLUT
ELYX
I nt r oduci ng absol ut
A n e w v is io nel nyx d k a m a k in g
o vo
Abs ol ut El y x is a new vision on vodka making from
Abs ol ut .
Absol ut El yx is made from 100% natural ingredients.
It is a single batch vodka, made from a single harvest
of single estate winter wheat. Every batch is traceable
from seed to bottle.
It is copper distilled for a natural pure taste in a
hand-operated copper column still from 1929.
Absol ut El yx is the culmination of hundreds of years
of Swedish spirit and vodka-making tradition.
113. ABSOLUT
ELYX
Nat ur al i ngr edi ent s
Sin g l e Es ta te W h e a t
Single batch vodka, Absol ut El yx is made
using a single year’s harvest of the highest
quality Swedish winter wheat.
This wheat comes from a single estate called
Råbelöf,
which has one of the finest soils for growing wheat
in Sweden.
The wheat grown at Råbelöf contains exactly the
right amount of water and the perfect balance of
starch and protein for producing the very highest
quality vodka.
114. ABSOLUT
ELYX
Copper di st i l l at i on
Fo r a n a tu r a l p u r e ta s te
The time-honoured craft of distillation comes to the fore
at
the old Abs ol ut distillery in Åhus where the raw spirit
is transformed into the finest expression of Swedish
vodka: Absol ut el yx .
Here everything is done by hand.
115. ABSOLUT
ELYX
Copper di st i l l at i on
Fo r a n a tu r a l p u r e ta s te
A unique, traditional single column continuous
distillation unit stands in the heart of the old distillery:
Column 51.
Made entirely of copper, this vintage still dates back to
1929, although some parts are more than a century old.
116. ABSOLUT
ELYX
Copper di st i l l at i on
Fo r a n a tu r a l p u r e ta s te
The unique properties of the copper column still are
responsible for the trademark natural pure taste of
Absol ut el yx .
Inside, the copper surfaces have a catalytic effect on
some of the trace compounds in the spirit, resulting in a
naturally pure vodka.
The sensory impact is unmistakable. Copper
catalyzation adds a highly prized and definitive silky
texture as well as subtle savoury notes.
117.
118. Intervention M2 WINE - Bordeaux International Wine Institute
Trend Book 2012
Synthesis of most likely & impactful trends
3
As I mentioned, there are paradoxes around the brand on its home market: the image issue of alcohol, and of the vodka category. The big challenge on the home market, making it difficult to appear bodl, edgy and creative (which is the image of the brand abroad), lies in another external issue which grounds itself in the numerous restrictions there are on the alcohol market in Sweden. The alcohol market is strongly restricted both through its distribution linked to a monopoly and through the marketing which is more or less forbidden. There are some few ways of being able to communicate to the swedish consumer (no print, no digital…) The bottle itself – but no promotion allowed more than the bottle PR Bartenders who can communicate and talk for the brand – no promotion here either, very restricted Very Limited TV media (which still is a fairly new channel to communicate) Despite the big size of the brand, it gives an image of being quite boring as many Swedes travel and have a clear image of ABSOLUT doing a lot abroad but not doing anything in Sweden. And of course, the consumer does not know it comes with restrictions, they rather think the brand ”only does things in the US”, and they have that image of the brand. So it is a strong challenge for us to manage this and still find the ways to be creative and communicate broadly, it forces us to think out of the box . These restrictions are actually spreading to more and more markets, and putting a lot of pressure on us, marketers to get the message through.
But for the first time this year Sweden got a unique bottle designed only for the Swedish market: the first limited edition bottle truly dedicated to the swedish market. A new way for us to communicate to a broader audience in Sweden.
The artist, Fredrik Söderberg got the opportunity to design his own bottle of ABSOLUT. Fredrik is a very contemporary artist on the Swedish art scene, and his expression and work fitted very well with the idea: we wanted a bottle interpreting the swedishness, and he has very much worked with swedish expressions in his art.
The result is ASBOLUT SVEA, interpreting his view of something typically swedish, namely the shift in seasons light and dark, summer and winter Bears his signature, in the shapes and also choosing the midgard serpent to embrace the whole story, just like in the old Nordic Stories. ABSOLUT SVEA was released in May this year, and has been a limited edition under 3 months, and was a huge success: finally the swedes got a piece of the ABSOLUT cake! As it was such a success, we have decided to keep it alive for a few more months to enable all the people who missed it to purchase it: available in the ordering assortment at Systembolaget.
But for the first time this year Sweden got a unique bottle designed only for the Swedish market: the first limited edition bottle truly dedicated to the swedish market. A new way for us to communicate to a broader audience in Sweden.
But for the first time this year Sweden got a unique bottle designed only for the Swedish market: the first limited edition bottle truly dedicated to the swedish market. A new way for us to communicate to a broader audience in Sweden.
