Team Research on Absolut

ABSOLUT. Country of sweden

ABOUT Founded in 1879 in Ahus, Sweden the company was established by Lars Olsson Smith.

Smith’s liquor business became the foundation for the government monopoly due to which Vin & Sprit (Wine & Spirits) got created in 1917 in Sweden.

ABSOLUT ONE SOURCE STORY. One source is our production philosophy, meaning that every aspect of our production journey takes place in and around the small village of Ă…hus, Sweden. All ingredients for Absolut Vodka are sourced from southern Sweden. Every drop of water and every seed of wheat comes from one water source, one village and one community.

This is the reason why no matter where you are in the world Absolut will always have the same high quality.

In the true spirit of Absolut, we are constantly striving to make our superb vodka even better. Taking responsibility from seed to bottle, for a better world and a better vodka.

VISION Absolut Vodka has acquired thirty iconic status thanks to its avant-garde vision of the world. Its success is put down to the quality of the product and a communication that blurs the boundaries between ADVERTISING and ART.

"Only Absolut can do it."

MISSION Is to be a positive part of those special moments when people socialize. All over the world, we inspire great conversations with our brand communication and add a dimension of style and sophistication with our products.

BRAND PERSONALITY TRAITS Artistic Prestigious Open Minded Hip Mature Sassy

Sarcastic Socialable Sophisticated Modern Young

EMOTIONS Cheerful Pride Aesthetic Satisfaction

Attitude Excitemet Happiness

LIFESTYLE...

Absolut is someone who is financially comfortable, has a creative business and is open minded. Absolut understands Art and abstract ideas and thoughts. A extrovert who loves to party and lives the night life sometimes. Has a good taste in clothing. Is up with trends and accepts everyone the way they are.

We tried matching this with some of the celebrities and finalised on a few...

JIM SARBH

HARRY STYLES

RIHANNA

BRAND LANUAGE BOLD AND DIRECT The brand language of Absolut was communicated successfully with the help of a series of aesthetically designed advertisement campaigns both in print and in electronic media.

It was decided that there should be no label to hide the crystal clear contents. After much discussion and several prototypes the team came to the conclusion that some kind of colored lettering was required. Blue was decided upon as a the most visible and attractive color, the color that is still used today for the Absolut Vodka logo.

Absolut is known for its simple, but sophisticated ads, a picture of the bottle accompanied by a witty caption, has broken advertising records year after year and has also captured the imagination of the general public.

VALUES THE ART OF PARTYING Absolut came to America and saw the creative night life. Spots like Studio 54 and others turned into a place where partying was a artform. This inspired the brand.

Three Decades later absolute pushed the boundries of what to expect from a nightout. The brand evolved with it’s approch from parties with Artistic Edge to parties created by the artists themselves.

TAGLINE “ABSOLUT PERFECTION” “CREATE A BETTER TOMORROW, TONIGHT.”

VISUAL CUES

BIBLIOGRAPHY https://www.absolut.com/en/news/articles/one-source-story/ https://www.referralcandy.com/blog/absolut-vodka-marketing-strategy/ https://www.youtube.com/watch?v=FnWPqSTv9LE&feature=emb_title&ab_channel=deadmau5 https://www.marketing91.com/marketing-strategy-absolut-vodka/#:~:text=Absolut%20Vodka%20uses%20a%20mix,more%20appropria te%20to%20the%20customers.&text=The%20brand%20uses%20selective% 20targeting,through%20its%20strong%20product%20portfolio https://www.smartinsights.com/online-brand-strategy/international-marketing/campaign-of-the-week-the-longest-running-print-ad-mar keting-campaign-in-history/ https://www.absolut.com/en/ https://www.sloganlist.com/drinking-slogans/Absolut-Vodka-Slogans.html https://www.saveandtravel.in/absolut-vodka-price-india/ http://marketingliquor.weebly.com/absolut.html https://www.ukessays.com/essays/marketing/absolut-vodka-branding-and-image-overview-marketing-essay.php https://www.marketingweek.com/absolut-to-take-interactive-approach-to-global-marketing/ http://www.pernod-ricard.com.ar/tradesite/archivos/vodka-absolut-guidelines-v1.3.pdf