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Absolut Vodka

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  • Yo Veronica! That's a really nice deck! Great structure and awesome use of the Absolut ads. Visually very appealing. Thank you for sharing. Rocking!
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Absolut Vodka

  1. 1. PRODUCTS AD CAMPAIGN ANALYSIS
  2. 2. PRODUCTS AD CAMPAIGN ANALYSIS
  3. 3. Made in Sweden "Absolut Rent Brännvin" Global Market in 1979 The 3rd Largest International Spirit THE ABSOLUT COMPANY
  4. 4. Lars Olsson Smith 125 YEARS AGO, A MAN WHO HAD NEVER MET HIS PARENTS BECAME THE KING OF VODKA .
  5. 5. ONE FACTORY. ONE WELL. ONE WHEAT FIELD.
  6. 6. ONE FACTORY. ONE WELL. ONE WHEAT FIELD. O N E S O U R C E
  7. 7. Excellence in Marketing Awards “Absolut Book: The Absolut Vodka Advertising Story” Sold 300,000 Copies ABSOLUT SUCCESS
  8. 8. WE UNDERSTAND THAT WE'RE SELLING VODKA; WE'RE NOT SELLING ADS. THE HERO IS THE BOTTLE. THE BOTTLE IS THE STAR.
  9. 9. THE FLAVORS ARE LIKE NUANCES OF NATURE, PUT IN A BOTTLE.
  10. 10. ONE OF THE FIRSTCONSUMER BRANDS TO EMBRACE THE LESBIAN & GAY RIGHTS MOVEMENTS
  11. 11. CLARITY CONSISTENCY QUALITY RESPONSIBILITY PRODUCT PROFILE
  12. 12. TARGET MARKET Urbanites 21 - 35
  13. 13. TARGET MARKET Urbanites 21 - 35 PSYCHOGRAPHICS CHARACTERISTICS Young, Up and Coming Individuals
  14. 14. PRODUCTS AD CAMPAIGN ANALYSIS
  15. 15. A SMART, STYLISH, CONTEMPORARY, CREATIVE, UNEXPECTED, WITTY BRAND OF SUPERIOR QUALITY.
  16. 16. BRAND IDENTITY PRISM REFLECTION SELF-IMAGE PHYSIQUE RELATIONSHIP CULTURE PERSONALITY Distilled Liquor Beverage
  17. 17. BRAND IDENTITY PRISM REFLECTION SELF-IMAGE PHYSIQUE RELATIONSHIP CULTURE PERSONALITY Distilled Liquor Beverage Brings Class And Luxury
  18. 18. BRAND IDENTITY PRISM REFLECTION SELF-IMAGE PHYSIQUE RELATIONSHIP CULTURE PERSONALITY Distilled Liquor Beverage Brings Class And Luxury Not Very Expensive
  19. 19. BRAND IDENTITY PRISM REFLECTION SELF-IMAGE PHYSIQUE RELATIONSHIP CULTURE PERSONALITY Distilled Liquor Beverage Cutting Edge, Playful, Sophisticated Brings Class And Luxury Not Very Expensive
  20. 20. BRAND IDENTITY PRISM REFLECTION SELF-IMAGE PHYSIQUE RELATIONSHIP CULTURE PERSONALITY Distilled Liquor Beverage Cutting Edge, Playful, Sophisticated Swedish Culture, Youth, Think Local Brings Class And Luxury Not Very Expensive
  21. 21. BRAND IDENTITY PRISM REFLECTION SELF-IMAGE PHYSIQUE RELATIONSHIP CULTURE PERSONALITY Distilled Liquor Beverage Cutting Edge, Playful, Sophisticated Swedish Culture, Youth, Think Local Brings Class And Luxury Not Very Expensive Being The Absolut, Stylish, Different
  22. 22. BRAND IDENTITY PRISM REFLECTION SELF-IMAGE PHYSIQUE RELATIONSHIP CULTURE PERSONALITY Distilled Liquor Beverage Cutting Edge, Playful, Sophisticated Swedish Culture, Youth, Think Local Brings Class And Luxury Not Very Expensive Being The Absolut, Stylish, Different }EXTERNALIZATION
  23. 23. BRAND IDENTITY PRISM REFLECTION SELF-IMAGE PHYSIQUE RELATIONSHIP CULTURE PERSONALITY Distilled Liquor Beverage Cutting Edge, Playful, Sophisticated Swedish Culture, Youth, Think Local Brings Class And Luxury Not Very Expensive Being The Absolut, Stylish, Different }EXTERNALIZATION }INTERNALIZATION
  24. 24. The SecretBehind the Ads Clarity Simplicity Perfection
  25. 25. ESTABLISHED THROUGH: ADVERTISING FASHION ART MUSIC CLARITY SIMPLICITY PERFECTIONBRAND VALUES
  26. 26. ABSOLUT: ABSOLUTELY NO CHANGE IN 25 YEARS
  27. 27. ABSOLUT VODKA IS NOW BEING POURED IN 126 MARKETS .
  28. 28. ANYONE CAN CONTRIBUTE TO ABSOLUT - THE POWER OF USER GENERATED CONTENT
  29. 29. ESTABLISHED THROUGH: ADVERTISING FASHION ART MUSIC CLARITY SIMPLICITY PERFECTIONBRAND VALUES
  30. 30. ABSOLUT FASHION ABSOLUT VERSACE.
  31. 31. ABSOLUT FASHION ABSOLUT VERSACE.
  32. 32. ABSOLUT FASHION ABSOLUT VERSACE.
  33. 33. ABSOLUT FASHION ABSOLUT TOM FORD.
  34. 34. ABSOLUT FASHION ABSOLUT TOM FORD.
  35. 35. ABSOLUT FASHION ABSOLUT TOM FORD.
  36. 36. ABSOLUT FASHION ABSOLUT LEGENDS.
  37. 37. ABSOLUT FASHION ABSOLUT LEGENDS.
  38. 38. ABSOLUT FASHION ABSOLUT LEGENDS.
  39. 39. ESTABLISHED THROUGH: ADVERTISING FASHION ART MUSIC CLARITY SIMPLICITY PERFECTIONBRAND VALUES
  40. 40. ESTABLISHED THROUGH: ADVERTISING FASHION ART MUSIC CLARITY SIMPLICITY PERFECTIONBRAND VALUES
  41. 41. ESTABLISHED THROUGH: ADVERTISING FASHION ART MUSIC CLARITY SIMPLICITY PERFECTIONBRAND VALUES
  42. 42. ESTABLISHED THROUGH: ADVERTISING FASHION ART MUSIC CLARITY SIMPLICITY PERFECTIONBRAND VALUES
  43. 43. ESTABLISHED THROUGH: ADVERTISING FASHION ART MUSIC CLARITY SIMPLICITY PERFECTIONBRAND VALUES
  44. 44. THE SOUND OF ABSOLUT
  45. 45. ABSOLUTELY AWESOME GUERRILLA MARKETING
  46. 46. “IN AN ABSOLUT WORLD” Fanciful Scenarios: Target Audience Think Would Constitute A Perfect, Or "Absolut", Reality
  47. 47. “IN AN ABSOLUT WORLD” Fanciful Scenarios: Target Audience Think Would Constitute A Perfect, Or "Absolut", Reality
  48. 48. PRODUCTS AD CAMPAIGN ANALYSIS
  49. 49. Volume in ‘000s of 9L cases 5027 377 343 324 319 313 265 262 218 162 122 95 95 41 USA Canada Spain UK Germany Mexico Greece Poland Israel Sweden Russia Brazil Brazil China
  50. 50. US MARKET INDIAN, CHINA& BRAZIL MARKETS INTERNATIONAL M ARKETS
  51. 51. ABSOLUT’S CURRENT STANDING HIGH BRAND RECALL & RECOGNITION STYLISH, HUMOROUS & INNOVATIVE ADVERTISEMENT ATTRIBUTES STRONG BUSINESS PERFORMANCE SUCCESSFUL, LONG-RUNNING CAMPAIGN STRENGTHSWOT ANALYSIS
  52. 52. POTENTIAL DRAWBACKS OF PREMIUM IMAGE PHYSICAL DRAWBACKS OF PRODUCT RAISED FACING A TENDENCY OF PEOPLE DRINKING “LESS BUT BETTER” ADVERTISING TIREDNESS VODKA PRODUCTION PEDIGREE WEAKNESSSWOT ANALYSIS
  53. 53. DESIRE & CURIOSITY OF SEEING NEW AD FOR ABSOLUT POTENTIAL GROWTH FROM NEW PRODUCTS & NEW ADS APPEAL TO YOUNG PEOPLE NEW MARKET: PRE-MIXED DRINKS OPPORTUNITYSWOT ANALYSIS
  54. 54. FACING MORE COMPETITION IN THE GLOBAL MARKET COSTLY & RISKY TO DEVELOP A WHOLE NEW SUCCESSFUL CAMPAIGN VODKA MARKET IS HIGHLY DEMANDING MAINTENANCE OF HIGH STANDARDS SET FOR ITSELF THREATSWOT ANALYSIS
  55. 55. PRODUCTS AD CAMPAIGN ANALYSIS CONCLUSION
  56. 56. www.aboslut.com www.absolutads.com home.aubg.bg/students/EMT070 www.youtube.com/watch?v=5p0QtJMKt1s www.youtube.com/watch?v=jSbb9U6GPXE www.brandchannel.com/features_profile.asp?pr_id=60 zero-zed.blogspot.com/2007/12/brand-new-absolutworld.html blog.futurelab.net/2008/02/why_the_absolut_campaign_switc.html impmark.blogspot.com/2011/02/absolut-lomo-clever-marketing-for.html www.businessweek.com/bwdaily/dnflash/jan2006/nf20060116_1577_db039.htm www.ronnestam.com/2007/11/06/an-absolut-but-tragicchange-in-advertising-strategy REFERENCES
  57. 57. VERONICA YUSHI PENG yayveronica@gmail.com Attribution-NonCommercial-NoDerivs 2.5 Copyright (c) 2011 All Rights Reserved

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