Memorable Marketing Campaigns - 1.ABSOLUT VODKA '‘Absolut City’ '

ABSOLUT VODKA is one of the famous and popular liquor markets in the world especially in high concentrated alcohol. Absolut was established by Lars Olsson Smith and produced in Åhus, south Sweden in 1879. In 1979, it was introduced to the world market. After expanding the market to the world, Absolut had been grown from 90,000 litres to 96.6 million litres. It has become the third largest vodka brand and is being sold in 126 countries.

In July 2008, the company had owned by the Pernod Ricard who bought V&S Group from the Swedish government. Absolute Vodka has gained reputation due to long running advertising campaign which is its own unique advertising strategy. The campaign has been starting in around 1980 with photographer Steven Bronstein. More than 1,000 advertising posters are included a feature of Absolute bottle shape and the title (“Absolute_____.”) on the bottom. The company has kept the advertising style with various campaign titles. 

Absolut Advertising [image]. (n.d.). Retrieved from http://absolutad.com/absolutgallery /cities/?f= 120&n=24

Consumers easily can notice that the Absolut Vodka’s distinctive advertising characteristic is a concise catchline and an inventive image on the ad poster. I believe that there is one way to alive in keen advertising world, which is the Absolute just keep going their ad style. This is not a simple recommendation. This recommendation is brief, but important. It is within bounds to say that one of the reasons why AV can succeed even today is because of their ad style. In 1987, once AV introduced the America market, they broke the American’s stereotype that vodka is cheapie by Cities series campaign ad prints.  As a result, Absolut Vodka has taken share about 80% in America vodka market as leader in vodka market.  It can prove that AV’s advertising style is one of the success reasons.  If AV don’t break their insist, they can maintain their reputation in both vodka market and advertise world.

Absolut Drinks  [image]. (2008). Retrieved from http://latimesblogs.latimes.com/laplaza/2008/04/mexico-reconque.html

The Absolut’s advertising indistinctly hangs between ad and art. They re-create the daily life to totally novelty thing. The Absolut Cities and In an Absolut world might the best popular campaign among a number of ads.