absolut vodka marketing
DESCRIPTION
Analysis the advertising campaign "In An Absolut World" 2007 of Absolut Vodka.The Ad was analyzed was "Currency Wil Be Replaced With Acts Of Kindness"TRANSCRIPT
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30 YEARS CAMPAIGN
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30 YEARS CAMPAIGN
SMARTSTYLISH
CONTEMPORARY
CREATIVE
UNEXPECTED
SUPERIOR QUALITY
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IN A “ABSOLUTE WORLD”LE VU / RISSA TANURAHARDJA / JINGCHEN XUE / LI NAN HAN
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About
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About Target Market
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About Target Market Analysis
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About Target Market Analysis Result
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ABOUT ABSOLUT
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THE ABSOLUT COMPANY
1879 by Lars Osson Smith
Made in Sweden.
Sold nationwide under the name "Absolut Rent Brännvin".
Global market in 1979.
The 4th largest international spirit & available in 126 countries.
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SUCCESSFUL OF ABSOLUTE OVER YEARS
Positioning: ”stylish, unexpected, witty brand of superior quality”
Winners: Excellence in Marketing awards at a CMO Summit
Campaign : Absolut Book: The Absolut Vodka Advertising Story, sold 300,000 copies.
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Fanciful scenarios : target audience think would constitute a perfect, or "Absolut", reality
IN AN “ABSOLUT WORLD”
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TARGET MARKET BRAND EQUITY
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Target Market
Personalities
In An “Absolut World”
•Primarily urbanites
•Men and women ages 25 to 45
•People who use absolute as their main brand
•Highly conscious of wanting to succeed in their
life both professionally and personally
•Interested in new trends in fashion, music and
design and they typically know what’s going on in
these areas
•People who is coming individuals
•People with this kind of value orientation
•Can be characterized as open-mined, active and
passionate.
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BRAND EQUITY
Has great breadth and depth of remembrance in the premium vodka segment.
It is considered a vodka of quality, superior taste and price, with different design.
It is associated with fun, celebration, joy, enthusiasm, self-esteem and social approval
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IN A “ABSOLUT WORLD”
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ABSOLUT ADVERTS
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OBJECTIVE
Communicate the brand’s leadership & quality
Customer can take part in the discussion about the Vision of Absolut World?
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OBJECTIVE
“What if everything in the world were approached with the same ideals with which ABSOLUT approaches vodka?”
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CURRENCY WILL BE REPLACED WITH ACTS OF KINDNESS
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MESSAGES
A new visionary TV commercial depicting a
world where transactions are paid for with affection and gratitude, rather than
currency
SITUATION
April, 2007: Valentine day
Competitors: large food companies are using
aggressive advertising to put down competitors
Recession Start
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Freudian Theory
Neo-Freudian
Personality Theory
•Needs for perfection -> thinking about
“Absolut World”
•Needs for expression: provoking our audience
to express themselves and their opinions
•Needs for satisfy their Curiosity
•Want to be love, social interact with other
person
•Care about the world, social response
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CONSUMER PERCEPTION
The original bottle of ABSOLUT was created in 1979 was inspired by a Swedish medical glass of the eighteenth century.
To achieve this level of attachment of the symbol in the minds of its consumers, ABSOLUT has created more than 1,500 stocks and ads using the design of its bottle.
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CONSUMER PERCEPTION
Brand elements to differentiate the product line, the logos are adapted from the same identity. Deletes the term "vodka", which already has high significance, and uses the name of the aroma / flavor with the same type.
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SIMPLE BUT SOPHISTICATED
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CAMPAIGN EVALUATION
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CAMPAIGN RESULT
Customer Value
Customer Satisfaction
Customer Trust
Customer Retention
Customer self-worth —Absolute World
More experience — Use less money to experience the best
Brand culture — Absolute pure
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CAMPAIGN RESULT
Customer Value
Customer Satisfaction
Customer Trust
Customer Retention
Positive side —Loyalists or apostles
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CAMPAIGN RESULT
Customer Value
Customer Satisfaction
Customer Trust
Customer Retention
Long relationship with consumer
Long history, 1979Creating a sales miracle
Media powerSpecial advertising & designFamous stars and artists
30years never changeKeep itself still pure
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CAMPAIGN RESULT
Customer Value
Customer Satisfaction
Customer Trust
Customer Retention
All kinds of media for ad
Online ads, TV, Promotion
Online service
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THANKS YOU
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