Product details

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Abstract

Absolut Vodka is one of the best-selling imported vodkas in the US. In 2005, it was the third largest spirits brand in the world. Despite being one of the top brands, its market share fell, though the sales of imported vodkas in the US had risen. After Absolut Vodka's entry into the US in 1979, many vodka brands have been launched. Now, in 2006, the Absolut brand is starting to feel the pressure from competing brands such as Grey Goose, Smirnoff, Ketel One and Belvedere. The parent company of Absolut, V&S (Vin & Spirit), launched a massive advertising campaign in 2006 to regain its market share and to woo young drinkers. The print campaign for Abslout in 1980 had made the brand so successful, that the campaign was carried on for the next 25 years. After the first print advertisement, nearly 1,500 print adverts were released and the brand went on to become an icon. In 2006, the company for the first time decided to launch their advert campaign on the television. They also continued their association with music by commissioning celebrity musician, Lenny Kravitz to interpret the Absolut bottle. The result was a track known as 'Absolut Kravitz' which the listeners could download from the Absolut website. With this new campaign, will Absolut be able to woo the younger generation? Will it be able to stand out in the overcrowded market? Will this new campaign recreate the magic like the earlier campaign?
Location:
Other setting(s):
2005

About

Abstract

Absolut Vodka is one of the best-selling imported vodkas in the US. In 2005, it was the third largest spirits brand in the world. Despite being one of the top brands, its market share fell, though the sales of imported vodkas in the US had risen. After Absolut Vodka's entry into the US in 1979, many vodka brands have been launched. Now, in 2006, the Absolut brand is starting to feel the pressure from competing brands such as Grey Goose, Smirnoff, Ketel One and Belvedere. The parent company of Absolut, V&S (Vin & Spirit), launched a massive advertising campaign in 2006 to regain its market share and to woo young drinkers. The print campaign for Abslout in 1980 had made the brand so successful, that the campaign was carried on for the next 25 years. After the first print advertisement, nearly 1,500 print adverts were released and the brand went on to become an icon. In 2006, the company for the first time decided to launch their advert campaign on the television. They also continued their association with music by commissioning celebrity musician, Lenny Kravitz to interpret the Absolut bottle. The result was a track known as 'Absolut Kravitz' which the listeners could download from the Absolut website. With this new campaign, will Absolut be able to woo the younger generation? Will it be able to stand out in the overcrowded market? Will this new campaign recreate the magic like the earlier campaign?

Settings

Location:
Other setting(s):
2005

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