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Abstract

The case discusses in detail the advertising strategies of Vin and Spirit (V&S), Sweden''s leading liquor company, for promoting the world''s third largest premium vodka brand, Absolut. Besides providing detailed information about the history and growth of V&S, the case also provides detailed information about how the Absolut brand was created. The history of the creation of the widely acclaimed Absolut advertising campaign, which is credited for making Absolut the largest selling premium vodka brand in the US, has been examined in detail. Absolut''s decision to link its advertisements with art and fashion, and the resulting increase in the brand''s popularity has been discussed. Essentially, the case attempts to understand why and how the Absolut advertising campaign came to be regarded as an ''advertising legend'' all over the world. The case also talks about several innovative and creative Absolut ads that have been launched since 1980. The case is designed to help students to develop an understanding of: (1) how innovative advertising helps in creating brand recognition and brand awareness among consumers; (2) how advertising helps in differentiating a product especially when competing in product categories where there is not much scope for differentiation (like vodka); (3) the importance of (and the process of) developing a brand name and an identity for a product which is aimed at attracting a new class of consumers; (4) how and why the Absolut advertising campaign became successful and came to be regarded as an icon in the advertising world; (5) how an advertisement theme can be expressed through various media like art, fashion, music, etc, without departing from the central idea (the bottle and the two word slogan); and (6) the dynamics of the Swedish alcohol industry and the evolution of V&S becoming one of the major players over the decades. The case is intended for MBA/PGDBM level students as part of the marketing curriculum. The teaching note does not contain an analysis of the case.
Location:
Industry:
Size:
Large
Other setting(s):
1979-2003

About

Abstract

The case discusses in detail the advertising strategies of Vin and Spirit (V&S), Sweden''s leading liquor company, for promoting the world''s third largest premium vodka brand, Absolut. Besides providing detailed information about the history and growth of V&S, the case also provides detailed information about how the Absolut brand was created. The history of the creation of the widely acclaimed Absolut advertising campaign, which is credited for making Absolut the largest selling premium vodka brand in the US, has been examined in detail. Absolut''s decision to link its advertisements with art and fashion, and the resulting increase in the brand''s popularity has been discussed. Essentially, the case attempts to understand why and how the Absolut advertising campaign came to be regarded as an ''advertising legend'' all over the world. The case also talks about several innovative and creative Absolut ads that have been launched since 1980. The case is designed to help students to develop an understanding of: (1) how innovative advertising helps in creating brand recognition and brand awareness among consumers; (2) how advertising helps in differentiating a product especially when competing in product categories where there is not much scope for differentiation (like vodka); (3) the importance of (and the process of) developing a brand name and an identity for a product which is aimed at attracting a new class of consumers; (4) how and why the Absolut advertising campaign became successful and came to be regarded as an icon in the advertising world; (5) how an advertisement theme can be expressed through various media like art, fashion, music, etc, without departing from the central idea (the bottle and the two word slogan); and (6) the dynamics of the Swedish alcohol industry and the evolution of V&S becoming one of the major players over the decades. The case is intended for MBA/PGDBM level students as part of the marketing curriculum. The teaching note does not contain an analysis of the case.

Settings

Location:
Industry:
Size:
Large
Other setting(s):
1979-2003

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