Absolut Vodka

European Association of Communications Agencies

2003

 

 

absolut

Brand Name: ABSOLUT Vodka

Client Name: The Absolut Company

Category for this Entry: Alcohol

Agency Name: TBWA/Paris

Summary

An integrated campaign designed to develop brand appeal and sales of ABSOLUT in Europe while maintaining its icon status.

This is a new chapter in a 20yearold advertising success story.

Campaign Objectives

l Significantly increase overall brand awareness in key European markets

l Significantly increase the consumer base in terms of penetration, consumption/sales and market share

l Maintain brand image and status all over Europe: an icon at a premium price. This meant that classic sales promotions

and overuse of mass media could not be used.

Target Audience

l Core target : LDA (legal drinking age) to 25, trendsetters/cutting edge

l Wider target : LDA to 35 (depending on media selection) who could become fans of an icon brand. They are premium

spirits drinkers, equally split between the sexes, active, youthful, trend conscious, fashionable, urban and educated.

Creative Strategy

1. Continuity: abide by the strong yet simple creative principles behind ABSOLUT's success

l The bottle is always the hero

l 2word headline (ABSOLUT + XXXX), which is new, fresh and keeps fans faithful

2. Build an emotional bond by associating with each target's centres of interest

l Play with the latest/current buzz, news, events, trends and 'talk of the town'

l Topical advertising plus 'the copy fits the media' principles: maintain the core aesthetic and emotional values of

ABSOLUT advertising while flattering the intelligence of the audience through 'in' jokes.

   Title: Absolut Vodka

   Source: European Association of Communications Agencies

   Issue: 2003

 

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3. Adapt to the level of maturity of targets' relationship with the brand locally

l Develop 5 levels or modules of magazine ads (from lower to higher level of existing relationship with consumers) which

could coexist in the same market

¡ Bottle ads: develop awareness for less mature consumers

¡ Advanced/Seasonal ads: strengthen awareness and brand image for more mature consumers, able to 'decipher'

more advanced ads.

¡ City ads: demonstrate understanding of local cultures and instil complicity with consumers

¡ Fashion, art, cinema, music ads: enter the core of cutting edge consumers' culture

¡ Flavour ads: renew interest and initiate fans to new tastes and experiences

Other Communications Programmes

l Bartender events, barware and trade promotional gifts:

l ABSOLUT AKADEMI training programme for bartenders, employees, agencies and the trade

l Online: absolut.com website and dedicated websites for specific ABSOLUT events

Media

l Television

l Newspaper

l Consumer Magazine

l PointofSale

l Public Relations

l Interactive/OnLine

l Trade/Professional

l OutofHome

l Sales Promotion

l Other: invention of 'alternative media', events, partnership with artists & designers in fashion, arts, music, etc. , POI

(pointofsale first considered and used as PointofImage)

Total Marketing Expenditure

l 10 million to 20 million (France, Spain, Germany, UK). 'Source Xtreme'

Media Strategy

A selective, qualitative and uncompromising use of massmedia NO TV, radio, web banners or popups, cobranding or

copromotion, sponsorship (unless original ABSOLUT events and exhibitions), product placement, price promotions, 'bottle+gift'

promotions only witty press advertising original and topical magazine ads in the same titles permanently refresh the brand

image.

2. Development of spectacular communication projects (the 'Wow Factor') which

l Cut through media/advertising clutter

 

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l Speak to local insight/truth or international standing

l Celebrate urban or seasonal themes

l Create media buzz or 'wordofmouth' value

l Examples of unusual formats or eccentric materials: visual wall projections, lenticular billboards (hologram effect), 3D

billboards, animated billboards, huge outdoor, spectacular press inserts, 'special builds' like the ABSOLUT ZERO

bottleshaped icerink in Covent Garden, the ABSOLUT CITRON artificial island on the Thames, etc.)

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Tel: +32 (0)27 40 0711, Fax: +32 (0)27 40 0717

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