Absolut Vodka

Integrated Marketing Communication

Presented By
Group 5:

Nabila Azmatulla
Noshin Mamsa
Parikshit Ghoshal
Ruchika Rawat
Sandeep Shah
Agenda
 Evolution of Absolut Vodka
 Current Scenario
 Positioning
 Packaging
 Concept of One Source
 Brand Personality
 Advertising Strategy
 Communication Medium
 Competition
Evolution of Absolut Vodka
 It was introduced by Lars Olsson Smith
 The first country to which it was
exported to, was the USA
 Currently it is the world’s third largest
premium spirits brand
 It’s head office is located in Stockholm
 The Absolut Company is a part of
Pernod Ricard
 Positioning
Vodka-Russian  Absolut-Swedish

Positioned as:
 Premium Product
 Absolute highest quality
 Product as Art
Packaging
 Bottle-Found
inspiration in
a Swedish
medicine
bottle

 Label-No
label because
they wanted
to show how
clear and
pure their
vodka was
 Concept of One Source
 Åhus in southern Sweden
 Raw material (winter wheat) comes
from the surrounding fields
 Water comes from their own well
 Each and every bottle of Absolut that
goes to any part of the world comes
from the same place, Åhus
 Brand Personality
‘Absolut’ validity from ‘Adsolut’ men
 Brand Personality
 Cutting edge
 Cool yet Playful
 Rebellious
 Classic
 Sophisticated
 The Absolut Brand
 Symbolic:
The iconic product meaning

 Imagery:
An elevated and definite lifestyle projection

 Social authority:
Addressing cultural contradictions
Communication Medium Used
 Advertising
Print
Television

 Public Relations
Absolut Ice Bar
Christmas Ads

 Web
absolut.com
 Features of Absolut Ads
 Originality
 Simplicity
 Sophistication
 Popularity
 Creativity
 Curiosity
 Advertising Strategy
 Think Local

 Gay Themed Ads

 Art

 Fashion

 Music
 Advertising Campaigns
 Absolut Statehood

 Absolut Cities of Europe

 In An Absolut World

 Taxi
 Analysis of the Absolut
Strategy
POSITIVES
Successful, long-running campaign
The image created, makes people want to experience by
drinking Absolut Vodka
Has created an Absolut community that people can relate to
Easy to recall the brand when buying liquor
Stylish, humorous and innovative ad attributes
Ad adapts to the current trend and taste, thus increasing the
number of interested people.
When people hear of a new advertisement, they want to
know what it is
Absolut ads are almost like collectables
 Analysis of the Absolut
Strategy
NEGATIVES
Advertising tiredness
People might get annoyed from the ads, rather than
interested and attracted
Company can be perceived as boring, due to the same ads
People need to adapt to the new ads
Loyalty and familiarity need to be re-gained
Costly to develop a whole new successful campaign
High expectations due to previous ad success
Competition
 Product Segments
 Platinum
 Super-premium
 Premium
 Standard priced
 Popular priced
 Stolichnaya
 Russian Vodka
 Positioned as Authentic having Russian
heritage
 Communication Medium used:
SMS
Digital banners
Print Ads
TV Ads
Kiosks
Bus Sheletrs
 Grey Goose
 French Vodka
 Positioned as World’s best tasting vodka
 Focuses on the glamour quotient in their
ads
 Communication Medium used:
Word of Mouth
Print Ads
TV Ads
Creative BTL
THANK YOU