Absolut Vodka

Britt BelsheSarah BerwickEvan Luchaco

Absolut Vodka• Founded in 1879• Formerly owned by the state of Sweden

– French buyout in 2008 by Pernod-Ricard

• In 126 markets• 3rd largest international sprits brand in the world• 2003 Sales exceeded 72 million• Introduced in U.S. - 1979

Advertisement

• More than 1,000 ads produced• Advertisement runs in music, art and business

publications, and daily press• Advertising and Marketing campaign won

over 350 awards• 1st advertisement - Absolut Perfect

“In An Absolut World”• Campaign started in 2007• Composed scenarios of what the

target audience might think would constitute a perfect, or "Absolut", reality

• Challenges the status quo

Controversial

• Shows a map of the border of Mexico and the United States where it stood before the Mexican-American War of 1848.

• Put on by The Bucharest Traffic Police in Romania.

Print Media

• Types of Magazines– Consumer

• 2,700 Domestic consumer magazines – 77 classifications– Farm

• About 300 publications – 9 classifications– Business

• 9,300 U.S. magazines and trade journals – 220 classifications

Artist

• 1988 - Andy Warhol was the first to paint an Absolut picture– Followed by Keith Haring, Kenny Scharf and other well-

known artists

• Absolut art exhibitions travel around the world

Fashion

• Involvement started in 1988

• Absolut Versace campaign in 1997

• World’s most famous designers make fashion pieces for Absolut

Absolut Rock Edition

• Pays Tribute to Rock and Roll• Combination of photographer

Danny Clinch and Rock band Wolfmother

• Limited edition bottle• Launched in September 2009

Discussion / Questions

• Do you enjoy the Absolut Ads?

• Do these ads influence your Vodka preference?