EUCAM - European Centre for Monitoring Alcohol Marketing

New ad campaign Absolut Vodka huge success

18 February 2008

New ad campaign Absolut Vodka huge success The raise of the higher priced vodka brands as Grey Goose, Belvedere, Chopin and others has essentially moved Absolut Vodka to midshelf status which decreased it sales substantially. However, a completely new marketing campaign released in May 2007 has brought a turning point. The Marketing Newspaper AdAge reported on the success of this campaign on February 17, 2008.

This spectacular advertising campaign by TBWA/Chiat/Day agency has created an "Absolut World" in which German visitors could enjoy their taxi ride in a Porsche and ATMs dispensed free money. Besides these spectacular actions, Absolut released a TV ad campaign with the same theme. As in many other alcohol advertising campaigns, consumers are seduced to purchase the brand on emotional instead of rational arguments. The results: according to the company, global case shipments jumped 9%, and Absolut, also broke the 5 million case mark last year for the first time - a status shared with only Bacardi, Smirnoff, Captain Morgan and Jack Daniels in the US spirits space.

For more info see the original article of AdAge.

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