Absolut Vodka Advertising

V&S had to keep in mind various issues that they had to go through before deciding an appropriate brand name and brand image. For the launch in the new target market, US, V&S carried out a thorough market research on the previous ad campaigns for the past ten years. This gave them an idea about the target market segment and their choice of acceptance for the ads related to the industry. They found that most ads were exaggerated and snobbish, featuring people dressed in expensive attire and lavish lifestyles with a small liquor bottle tucked in some corner; where none of those ads were targeted at people below forty. As most of the previous campaigns were targeted at people above forty and were quite serious ads, V&S decided to expand their
Other considerations such as the image of the brand often come into account, and shows that brand equity is driven by brand image (Chen, 2010). Brand image could be defined as 'the perception about a brand as reflected by the cluster of associations that consumers connect to the brand name in memory' (Rio, Vazquez, & Iglesias, 2001). In order to get a positive image of the brand, it was vital for V&S to have Absolut Vodka advertisements work well with the American consumer and their society; but without diminishing the original Spanish identity from the
The strategy to present the Absolut Vodka ads with the Absolut bottle and the two-word tagline worked wonders for the brand. The first ad from the campaign, 'Absolut Perfection' for example, was liked by consumers a lot; which followed by many others (1500+ executions) like Absolut Gossip, Absolut Knowledge , Absolut Jazz, Absolut Apple, and many more attracted the attention of the consumer, who actually started talking about the ad and the brand in public (friends and family). In US, young started collecting Absolut ads; newspaper sellers used to cut out the Absolut ads from the newspapers and magazines and sell them separately. Because V&S amended their ad campaigns according to the target market and its consumers, Absolut Vodka ads were much appreciated and liked by the target market consumers; the ads fulfilled their purpose as it successfully engaged with consumers, and this could be measured by the fact that at one point, consumers started collecting the ads (collecting craze for