ABSOLUT VODKAThe University of Texas at Aus3nDepartment of Adver3sing Graduate Program
PRIMARY RESEARCH ABSOLUT_RESEARC HInterviews and surveys
SOCIAL ACTIVITIES ABSOLUT_RESEARC HWe also asked more speciﬁc questions about what they do when hanging out at home or going out to bars. And those answers weresomewhat varied as well from playing video games to art galleries to music festivals. Overall everyone emphasized that the pointwas to socialize with their friends, not to meet new people or get wasted. One person gave us an answer that pretty much summedit up: "The most important thing is that you share a quality time with people who mean something to you. It can be doing pretty muchwhatever."
“The most important thing is that you share quality 3me with people who mean something to you. It can be doing preCy much whatever.” ABSOLUT_RESEARC H
CHANGE IN DRINKING PREFERENCES: HOME VS. OUT ABSOLUT_RESEARC HMost people drink beer and wine at home. Liquor was deﬁnitely more prevalent when out. Habits varied as far as how much theydrank when out. Many people said they drank more at home because they didnʼt have to worry about driving home or werenʼt asworried about maintaining composure. Other said they drank more heavily out though because they were usually out with friendsand “celebrating” the end of the work week or a birthday.
“I preCy much always go for the drink I’ve never tried before.” ABSOLUT_RESEARC HBrand preference: While many people indicated they generally stayed away from certain types of liquors. No one really had a brand preference or indicated that they deﬁnitely would not try something. Everyone expressed an openness to having new experiences and trying new things. Bartender sugges3on and word-‐of-‐mouth were the main ways people found out about new brands and liquors. When asked about vodka, overall the general response was no brand preference, it’s all preCy much the same, ﬂavorless. But when asked speciﬁcally about Absolut most people didn’t react nega3vely (aside from remembering some under-‐age drinking nights). They felt that Absolut is standard vodka with a good ﬂavor that isn’t too expensive. One interviewee, Mark, equated it as the Jack Daniels of vodka.
INSPIRATION FOR: • Music: 77% through friends, 54% through social media • Fashion: Evenly split between blogs, magazines and friends. • Film/TV: Most people cited friend recommenda3on, followed by professional websites or blogs and adver3sing on TV. ABSOLUT_RESEARC HPeople were allowed to select mul3ple choices. Some also wrote-‐in or men3oned in our personal interviews: Etsy, Pinterest, and Spo3fy, Pandora.
Searchin’ for a heart of gold ABSOLUT_RESEARC HWhile people’s role models ranged from Jesus to Mom to Audrey Hepburn, and both Bill Gates and Steve Jobs. I felt that a few stood out as representa3ve of the overall sen3ment. One of the interviewees response was Neil Young-‐ ci3ng that “he never stopped discovering himself and changing his music, he maintained privacy and ar3s3c freedom despite success and altering the landscape of music.” Another said "Common people who are able to manage busy careers and family." In other words, the unsung hero. (Searchin for a heart of gold is one of NeilYoung’s more popular songs and i thought the term heart of gold represented what people were looking for in a role-model too)
IDEAL PROFESSION OR NOT? 50/50 ABSOLUT_RESEARC HThoughts about jobs, profession: The target has been evenly split between being in their ideal profession and not. The top job aCributes that are important are poten3al for advancement, crea3ve freedom, and challenging. When asked to rate Friends, Family, Work and Personal Hobbies on their importance. Family and friends came before work.
THE QUARTER-LIFE CRISIS ABSOLUT_RESEARC HNot surprisingly, at this stage in their life. They’re working on deﬁning themselves, not trying to be like other people. They’re trying to balance moving up in their profession or work and also maintaining close rela3onships with friends and family. Several men3oned they were considering moving closer to home. They’re dealing with these diﬀerent direc3ons their life could be going in and considering the expecta3ons they have for themselves. With all this and the current poli3cal and economic climate, they’re stressed and confused. Despite all the worries though, everyone expressed op3mism about the future and their place in it. They know it will all be okay in the end. I guess it’s no surprise that this print has become popular again in recent years.
SECONDARY RESEARCH• More educa3on=more alcohol consumed – Source: Gallup ABSOLUT_RESEARC H
SECONDARY RESEARCH• What do they mainly drink ABSOLUT_RESEARC H
BRAND RESEARCH ABSOLUT_RESEARC Hwords associated with the Abolut brand - gathered in our survey and interviews
TARGET AUDIENCE • Stage 1: Discovery – Demographics: Male and female, ages 21-‐25, HHI $30K – Psychographics: Desire to try new things, ﬂexible, earning independence, instability – VALS: Emulators – Maslow’s Hierarchy: Esteem • Stage 2: Perseverance – Demographics: Male and female, ages 26-‐29, HHI $45K – Psychographics: Beginning/reﬁning their path, striving for balance, maintaining responsibili3es – VALS: Emulators ABSOLUT_AUDIENC EDiscovery: goals without a planPerseverance: Goals and a plan of ac3on
SEGMENTATION • Unreachable Non-‐User • Stage 2: Perseverance • Drink at home: New Belgium • Drink at bar: Miller Lite • Hates the taste of vodka Mark | Age: 29 Occupa3on: Industrial Engineer Loca3on: CharloCe, NC ABSOLUT_AUDIENC EAc3vi3es with friends: Tailgate, watch sports, travel Usually drinks outRarely drinks liquor when out but when he does: Whiskey: Jack Daniels, Tequila: Patron silver These people have either had a bad experience with vodka or just don’t like itThese people are usually beer drinkers and into sportsIt’s valuable to know about this audience but their preferences will not likely by able to be changed
SEGMENTATION • Reachable Non-‐User • Stage 2: Perseverance • Beer/whiskey drinker – Hefeweizens-‐light, taste – Bulleit-‐strong ﬂavor, enjoys the burn • Desires more responsibility in his David | Age: 28 career; wants to be an expert Occupa3on: Geographic Informa3on Systems Analyst • No opinion of vodka Loca3on: Aus3n, TX ABSOLUT_AUDIENC ERarely drinks at home but when he does he drinks wine while browsing the internet or watching NerlixHappy at his job, likes that there’s room for mobility (a chance to move up)Enjoys hiking and the outdoorsThese individuals have no preference or liCle exposure to vodka. Perhaps they are not knowledgeable about it or have only tried cheap brands. There is a lot of room to grow. And since they tend to stays with a habitual drink, gesng them to drink Absolut would be valuable.
SEGMENTATION • User • Stage 1: Discovery • Diverse drinker • Drinks red wine at home • Venues: relaxed bars • Social Mimi | Age: 25 • Stressed about future Occupa3on: Bartender Loca3on: Aus3n, TX • Priori3es: improving self and rela3onships with others ABSOLUT_AUDIENC EAdventurous drinker-‐likes to try many diﬀerent things, discovering what she likesVenues: relaxed places where she can hang out with her friendsSocial: she loves bartending because it allows her to socialize and meet new peopleFuture: which path should she take? She has goals, but doesn’t yet have a direc3on to move in order to achieve themNega3ve view of most alcohol ad campaigns “We want to know more about [liquor]. How does it help us deﬁne ourselves? I’m ooking for something to make a statement about myself rather to transform my life.”
SEGMENTATION • User • Stage 2: Perseverance • Drinks: Vodka Tonic, Moscow Mule, or Beer • Trying to ﬁnd balance the “ﬁguring it all out phase” Alyssa | Age: 25 • LiCle free 3me Occupa3on: Interac3ve Designer Loca3on: Aus3n, TX • Ranking of quality: Grey Goose, Titos, Absolut ABSOLUT_AUDIENC ELikes vodka, it’s easy to drinkDrinks Moscow Mule-‐vodka, ginger, beer, and limeHas very liCle free 3me-‐ works 9-‐7 and works out at the gym awerReally happy in her career but trying to ﬁnd a balance-‐ representa3ve of people who have worked so hard on their career but are beginning to think of personal happiness Key target: already a vodka drinker but unaware of the diﬀerences or similari3es between brands. Thinks Grey Goose is top -‐ but admits it’s probably just because of marke3ng.
PERSUADABLE TARGETABSOLUT SHOULD TARGET: – Reachable non-‐user – User Stage 1 (Discovery) – User Stage 2 (Perseverance) ABSOLUT_AUDIENC E
POSITIONING STATEMENTAbsolut is a ﬂexible brand with youthful sophis3ca3on among all vodka for alcohol drinkers between the ages of 21 and 29 who are striving to deﬁne their new life stage because Absolut ﬁts with the consumer’s desire to discover themselves, as well as the brand, when entertaining at home or drinking out. ABSOLUT_POSITION
STRATEGY “Choose Your Own Adventure” TENSION • Life goals without a plan of ac3on ² But to deﬁne goals, you must ﬁrst deﬁne yourself ACTIONS FOR ABSOLUT (ways to help deﬁne) • Foster Environments for Quality Socializa3on with Peers • Customize Absolut to create “Your Drink” ABSOLUT_STRATEG YChoose your own adventureSeCle in on what you like and what you don’t likeDes3na3ons without direc3ons
KEY TAKE-AWAYS Research Findings Life Trust in Friends Liquor Quality Time Socializing Flexible: Open to new Liquor, Youthful Independence vs. Adult Drinks & Brands Responsibili3es Expensive Cocktails at Bars Any Day can be a Holiday ABSOLUT_OPPORTUNIT YSocializing, price, knowledge, brand truth: what if and why not? Questioning, standing at a crossroads, possibilities,Throw the absolut party
OPPORTUNITIES “THROW THE ABSOLUT PARTY” • Save money • Learn to bartend • Spend quality social 3me with friends • Be a proper host and oﬀer mul3ple drink op3ons with Absolut “THE ABSOLUT NETWORK” • Break up an otherwise ordinary work week • Connect with other like-‐minded peers • Determine a career path • Do something new and grown-‐up (“What if? Why Not?”) ABSOLUT_OPPORTUNIT YSocializing, price, knowledge, brand truth: what if and why not? Questioning, standing at a crossroads, possibilities,Throw the absolut party