Svedka is a brand of Vodka manufactured in Källby, Sweden by the company J & J Nordic. It was introduced to the US by Spirits Marque One in 1999, so it is relatively new to the states.
Svedka is 80 proof and comes in unflavored, as well as in clementine, raspberry, citron and vanilla flavors.
Oh…ok…so what’s so great about it???
Svedka vodka is the fasting growing imported vodka in the United States!
High quality Swedish wheat is selected to create it. In fact, more than 3 pounds of wheat are used to produce each bottle. It is then rectified in a 5-column distillation, a careful process lasting more than 40 hours. The outcome is so smooth that it doesn’t require customary filtration used by most producers.
Hmm…in English, please?
Ok, Svedka has won awards! :
2 silver and 1 gold at the 2005 San Francisco World Spirits Competition
1 gold medal at the 2006 San Francisco World Spirits Competition
1 gold at the 2005 Monde Selection
And 93 Points in “Best Buy” Wine Enthusiast Magazine in 1999 and 2004
Wow! So this stuff is like world reknowned!
Well, yea, pretty much, but the advertising is definitely not doing the Vodka justice!
What’s the advertising like?
The ads make the claim that in the year 2033 Svedka will be the most popular vodka in the world.
The ads poke fun at baby boomers, Scientologists and numerous other current pop-culture targets.
The campaign introduces the futuristic, party-going, fembot, Svedka_Grl,.
Yea, with the campaign set in the future, this gives Svedka the ability to say anything including headlines such as
"Svedka. The choice of the stem cell baby boomer generation in 2033”,
"Svedka says 'thank you' for making the gay man's gene available over-the-counter in 2033“,
"Voted #1 vodka of 2033”,
and “Goes great with a
$450 pack of cigarettes."
This campaign has generated negative reviews among people. We conducted a survey, where we questioned 100 people about the current campaign. Overall, reviews were negative with comments such as, “Their marketing campaign may imply typical party rubbing alcohol…”
The futuristic design is not appealing to the average audience.
People feel offended by some of the statements.
What are people’s reactions to this horrible campaign?!
The robot has been described by people as “cold” and “not natural”. A robot in this situation (advertising alcohol) is not a smart choice.
This campaign is advertising a certain lifestyle – a futuristic one, with the hope that many of us today have the desire for exploring such a world. But such a theme would actually find more fans back in the 80s.
Definitely not! What about that robot???
Alright…the advertising’s not so great…the Vodka IS great… what about the bottle???
The design of the bottle itself contains the Swedish flag, which can suggest higher reliability (with brands from Sweden such as Absolut). The Svedka bottle is sleek, sophisticated, and trendy.
Wow, Svedka could sure use some good advertising!
Yes it most definitely could! Svedka’s current tagline is “The future of Adult Entertainment” which has a negative connotation.
The official website for Svedka is also not helpful – it contains very little product information and also has a section about ‘stories’ which are unrelated to the product itself. The design is in the same futuristic spirit which definitely gives you a cold and estranged feeling.
Interesting…so how are you going to go about with this “good” advertising you speak of?
Well, we’ll start off with our SWOT Analysis…
Variety (vanilla, raspberry, clementine, citron)
Availability to Consumers at liquor stores
-(2005 San Francisco World Spirits Competition: 2 silver and a gold)
-(2006 San Francisco World Spirits Competition: gold)
CONCLUSION: We are going to use the strengths of price, quality, and awards in our campaign.
Major competitors are: Smirnoff and Absolut
Not used at bars
Young “partiers” are looking for inexpensive but good tasting alcohol
Bars could use it
Promote Svedka’s responsibility
Since it is relatively unknown, we have the opportunity to grow an unbeatable brand
Competitive market (many types of Vodka)
Budget of Svedka for advertising and promotions
Liquor “tastings” are illegal in NJ so you would have to get people to actually buy the vodka in order to taste it.
What makes the target audience buy certain types of Vodka?
Price (Svedka’s is the best)
Taste (Svedka’s tastes great)
Reputation (We’re working on that…)
Brand (Svedka will soon be at the top!)
Target Audience : -Males 21-35 -Profile: Young, hip, on a budget, like to have fun, single,
Who are Svedka’s primary competitors?
“ James Bond’s original vodka”
many different flavors including a line of flavored vodkas with the "Twist" moniker appended on the end of the name, such as Smirnoff Raspberry Vodka Twist, Green Apple, Orange, Grape, Cranberry, Raspberry, Citrus, Vanilla, Strawberry, Peach, Black Cherry, Watermelon, and Artic Berry.
Also offer Smirnoff Ice (malt beverage) and "Raw Teas".
affordable and good tasting
World’s third largest spirit brand
available in some 126 markets
25 years old
not that affordable
very good tasting
Price Difference 750 ml of Absolut: $20.49 750 ml of Smirnoff: $15.00 750 ml of Svedka: $11.69 High Low
Wow…Svedka is definitely the best choice when considering price and quality!
Yes, we know…
Now may we move on with our creative brief?
Oh, yea sure…go ahead! … Thanks…
Problem to be solved
-Svedka is relatively unknown because of a lack of national advertising. The recent campaign has brought only indifferent/negative reactions because of it’s unappealing and cold use of robots and “the future”, and because of it’s offensive nature with lines such as “Svedka says ‘thank you’ for making the gay man’s gene available over-the-counter in 2033”. The campaign has no particular personality attached to it.
Objectives – familiarize a bigger percent of the target audience with the product’s quality -increase Svedka sales by 20% -We want consumers to realize the quality and outstanding price of Svedka and purchase it in place of other vodkas
Strategy -We want to make Svedka more distinct by using its name to give it identity; The sound and feeling of the words “Svedka Vodka” should have meaning and make the target audience feel like having a good time. -We will attach drinking Svedka to everyday life experiences such as playing video games, playing sports, hanging out with friends etc. -We will establish Svedka as a brand name -We are going to change the tagline -We will convey a message that is accessible to a wider audience -We will make Svedka more readily available
Selling premise – quality for lower price
Suggestions about the ad’s execution such as tone of voice – humorous and casual tone. Competitor’s use more sex, which we will use but we will not include bars, clubs, etc. We are going to combine sex with humor in a more commonplace environment such as a dorm room.
Target audience – age 21 – 35, single men
So what’s your campaign like?
Our new campaign deals with the topic of bringing people together, bringing nations together and using warmer colors with more user-friendly objects.
Wow, Svedka’s sweet!
Yep, and it’s available at all liquor stores and will hopefully soon be the Vodka of choice at bars and restaurants!
How will you make Svedka popular?
Well, we’re going to give bars and restaurants an unbeatable price to serve Svedka in their facility. We’re also going to promote using coasters, T-shirts, and baseball caps.
There is also a chance to try Svedka for FREE with a rebate after purchasing a $2.00 mini! Your rebate coupon is also an automatic entry into our Million Dollar Sweepstakes!
Wow, get wasted for free?!
Well, hold on a second. Svedka is concerned with the safety of it’s target audience. We want to spread the word about drinking responsibly. We also support the organization, Mothers Against Drunk Driving (MADD) by donating a portion of sales to the organization.
What is MADD?
MADD is a non-profit grass roots organization with more than 400 entities nationwide. MADD is not a crusade against alcohol consumption - MADD's mission is to stop drunk driving, support the victims of this violent crime and prevent underage drinking.
That’s a great mission!
Yea, we agree! We want to promote Svedka as a fun, casual, but still good quality vodka. We want to be cool but informative and responsible as well…