Absolut Vodka. Famous iconic brand
We can safely say that Absolut Vodka is special among all the brands in the world. And it's amazing how a brand with such specific products could become a cult and famous all over the world.
What makes the Absolut Vodka brand so special?
As many marketers say, it is very difficult to enter the market with such a specific product as Absolut branded vodka. First of all, because in this area people do not particularly like to experiment and look for something new, preferring rather to drink the drink that they are well aware of. It takes a long time to gain people's trust and change their preferences.
The second difficulty is the advertising campaign for such specific drinks. You can’t give out samples of the product, you can’t go from house to house and offer people to buy a product. Yes, and how many difficulties with advertising - it is not clear what to focus on when selling branded drinks. What is special about a product that should be as simple and familiar as possible?
There is one more problem. Vodka is a drink that many people associate with Russia. However, associations are not always what a company selling this drink all over the world would like to have. Other well-known brands selling non-Russian vodka, such as the British brand Smirnoff, faced the same problem.
However, Absolut Vodka coped with all the difficulties.
First of all, they focused on turning drink advertising into real art. For example, the design of the Absolut Vodka designer bottle was handled by the famous Andy Warhol. Absolut was not afraid to invest in art exhibitions. And Absolut Vodka's advertising has won numerous awards in the advertising business, which has allowed the brand to become as prestigious as, for example, Coca-Cola or Nike. And in the Swiss Alps, an ice sculpture in the shape of Absolut Vodka's signature bottle was created.
Even Absolut's advertising slogans claim to be art: "Absolut Perfection", "Absolut Magic", "Surprise and Admire".
By the way, Absolut Vodka often used innovative and interesting ideas in advertising. For example, one day before the Christmas holidays, the manufacturers released Absolut Vodka as a Christmas present. And on another occasion, a bottle of Absolut appeared in Playboy magazine, adorned with bunny ears.
And finally, some interesting facts. All Absolut Vodka products are made exclusively in Sweden. Well, the largest market for this product is the United States. In 2003 alone, 73 million liters of Absolut branded drink were sold in the US.
So the Absolut Vodka brand is quite successful. And still associated with people with art. And by the way with purity and quality. It is not for nothing that one of the famous slogans sounds like “Crystal purity of Absolut”, and under the advertisement it is indicated “the country of Sweden”. After all, Sweden is synonymous with clean ecology for many people around the world.
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