Background to the product and campaign
The use of the communication mix
The developing effective marketing communication
Are there areas for improvement that you could suggest? How should the campaign develop or be followed up?
1. Background to the product and campaign
Absolut Vodka is a brand produced near Ahus, in southern Sweden. It was established in 1879 by Lars Olsson Smith and in that time was called “Tiodubbelt Renadt Brännvin”. He developed a revolutionary method called “rectification” to remove impurities during distillation. Its huge success would not come until 1979, its centenary celebration. In that year “Absolut Vodka” marked a historic turning point. The design of the bottle attracted people and made of Absolut Vodka a huge brand. From 1979, the company was introduced in the global market and since its launch Absolut has grown enormously. It has become the largest international spirit and nowadays is available in 126 countries. The design of the bottle and the successful campaign has made of Absolut a well-known brand, which before the campaign had measly 2.5% of the vodka market and when it ended in the late 2000s, they were importing 4.5 million cases.
2. The use of the communication mix
The Marketing Communications Mix is the specific mix of advertising, personal selling, sales promotion, public relations, and direct marketing a company uses to pursue its advertising and marketing objectives. In advertising, Absolut´s success is due to their creativity which has made the brand known. The campaign of the company has been the same for 22 years which is simple and mixes the art with the advertising. Their campaign consists on a picture of the Absolut Vodka bottle with a two or three word caption starting with the word Absolut and often saying something complimentary about the product or its consumer. A flash of recognition comes...
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