Absolut Document_2

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.

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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.

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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

Jim Sarbh was born on 27th August 1987 in Mumbai, Maharashtra, Indian. He’s received lots of appreciation from the audience for all the work in his movies. He’s won awards from films such as International Indian Film Academy Award.

He is a handsome guy who is 5’9’’.

He loves Black and White.

HARRY STYLES

RIHANNA

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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

“Country of Sweden”

BRAND DESIGN ELEMENTS PRIMARY ASSETS 1. Logo Always size and place the logo correctly, for consistency.

Never alter the logo, or relationship within it’s parts.

Use the white logo on full-bleed images and colored backgrounds. Use the blue logo on white backgrounds only. Only use the black logo for product extensions, or if needed to make the logo stand out from significant blue décor or graphics.

2. Brand colors Always use the right color codes and ensure your endresult has the right hue. The proportions between our brand accent color, Absolut Blue, and white, black and greys is approximately 25–30% Absolut Blue out of the total.

3. Brand fonts Always use the right font for the right purpose and type of communication. Never use fonts other than the Absolut fonts.

SECONDARY ASSETS 4. Backdrop image range Always use the provided backdrop images as backdrop to the white logo. Use the images with full bleed, and in line with cropping guidelines. For legal reasons never use backdrop images in bought media, and never modify or alter the images. See stated dates in guidelines for legal rights of usage and always remain within these.

5. Secondary color palette Always use the right color codes for our secondary colors and ensure your end-result has the right hue. Never use secondary colors instead of brand colors, but as a complement.

6. Brand materials Always use the materials in our range, in their natural color or in colors that follow guidelines – for long life items, in the brand colors, and for short life items, in the brand or secondary colors.

7. Bottle outline Always use the iconic bottle outline as a three-dimensional form and only in the versions provided, to ensure it is always consistent and recognizable. It is always the shape of the 750 ml bottle, standing up, and without elements placed over it. The bottle is a secondary branding element and can not replace the logo. https://images.app.goo.gl/1hQNynQag49NdibX7 https://images.app.goo.gl/xeypzaXRJLctKaPX6 https://images.app.goo.gl/UvUAnN22QYFD2u5N7

Photo by Nick Wehrli from Pexels

Photo by ELEVATE from Pexels

TONE OF VOICE Absolut uses their iconic bottle attached with a witty caption in their print ads. Their brand also speaks aesthetics combined with celebrating diversity.

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TARGET AUDIENCE The target audience is 23 - 34 year urbanites.

Photo by mentatdgt from Pexels

BRAND PERSONALITY The brand personality of Absolut was communicated successfully with the help of series of aesthetically designed advertisement campaigns both in print and in electronic media.

The word Absolut was punned in conjunction with creative images of the bottle and with strong positive feeling awakening words or phrases.

Absolut did simple, but sophisticated ads, a classy picture of the bottle accompanied by a witty caption. The advertisement campaigns were nice to look at, easy to understand yet had the spark of intelligence and smartness.

Absolut vodka with such rich heritage has always been known for it is out of the league branding strategies for creating a buzz in the market by breaking stereotypes.

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PRODUCT The Absolut Vodka flavors are made by blending the vodka with only natural flavors and no sugar is added. Absolut is as pure as vodka can be. Still, that purity has a certain taste; rich, full-bodied and complex, yet smooth and mellow with a distinct character of grain, followed by a hint of dried fruit (2009). Absolut Vodka currently comprises its products within many flavors, such as vanilla, raspberries, a peach, ruby red, pears, and mango.

The bottle shape of the Absolut Vodka has made it one of the world's most iconic products and reinforces the brand's strong design heritage. It looked elegant, different, simple, and very Swedish, and was decided that there should be no label to hide the crystal clear liquid.

Blue was decided upon as the most visible and elegant color for the Absolut Vodka logo.

The flavor comes in a transparent bottle to show how pure and clear its vodka is.

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https://www.absolut.com/en/

https://www.absolut.com/en/

https://www.absolut.com/en/

https://www.absolut.com/en/ https://images.app.goo.gl/3ve6yqgn4VXkCR8D8

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%20appropriate%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-marketing-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