Transcript Absolut presentation.ppt

Breaking With Bottle Fires Up
Absolut Sales
By Jeremy Mullman
Jason Buhay
Kyle Shultz
Dropping the Bottle
• Switch from bottleshaped print ads to
“Absolut World” has
resulted in sales spike
• Global case shipments
increased 9%
• Gained market share in
crowded and increasingly
competitive US market
• #2 US vodka brand behind
Smirnoff
Top Shelf Competition
• Created superpremium vodka category in
1979
• Invasion of pricier brands: Grey Goose,
Belvedere, Chopin and others
• Old ad campaign had fallen out of step with its
product’s place in the market
• Reluctant but forced to end one of most
celebrated campaigns in history of alcohol
marketing
In An Absolut World
• Promotions at the Luxor, Taxi lines of Porches,
and “Free Money” ATMs
• People purchase vodka on emotional benefits
rather than rational
• Launched in May 2007
• $16.3 million spent during first 9 months of 2007
vs. $26 million in all of 2006
• What life is like in an Absolut World…
“Absolut Resurgence”
• Absolut has succeeded in reconnecting with
their customers who dabbled with upstart
brands
• “America has had this love affair with highpriced vodka for a few years, but Absolut is
the brand a lot of people grew up on. Those
consumers are coming back to their senses.”
How This Relates?
• Ch. 14 introduced the concept of packaging
• Absolut used bottle design as basis for former
advertisement campaign
• “The Last Seen Ad”
• Absolut uses proprietary packaging meaning
its bottle design is protected by a patent
Which bottle is Absolut?
Which bottle is Absolut?
Absolut-ly Correct!
Resources
• Mullman, Jeremy. "Breaking With Bottle Fires
Up Absolut Sales." Advertising Age 18
February 2008.
• YouTube
• Absolutads.com
• www.studiosoft.it/glass-bottles-distillery.htm