Absolut Vodka

European Association of Communications Agencies

2003

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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
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Significantly increase overall brand awareness in key European markets

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

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

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
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The bottle is always the hero

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

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

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.

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

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Bartender events, barware and trade promotional gifts:

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

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

Media
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Television

Newspaper

Consumer Magazine

PointofSale

Public Relations

Interactive/OnLine

Trade/Professional

OutofHome

Sales Promotion

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

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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
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Cut through media/advertising clutter

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Speak to local insight/truth or international standing

Celebrate urban or seasonal themes

Create media buzz or 'wordofmouth' value

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.)

Copyright European Association of Communications Agencies 2003

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