Absolut Vodka Essay

Topics: Advertising, Absolut Vodka, Marketing Pages: 8 (2422 words) Published: December 29, 2010
Absolut Vodka is a French-owned brand of vodka, produced near Åhus, Skåne, in southern Sweden. Since March 2008, the company has been owned by the French firm Pernod Ricard, having been sold by V&S Group, which is owned by the Swedish government. Absolut is the third largest brand of alcoholic spirits in the world after Bacardi and Smirnoff, and is sold in 126 countries. Absolut’s beautiful “Anthem” commercial was the result of a collaborative effort by a group of artists, who created art installations in scenic locations around the world. The art pieces in the commercial spell out the core philosophy of the company, "See something different in an ABSOLUT WORLD." “Anthem” is a both literal and symbolic manifestation of ABSOLUT VODKA’s belief making it an appropriate name for the campaign itself. ‘Anthem’ conveys the most fundamental brand belief and states that ABSOLUT has a long-term commitment to creativity.” The Emmy award nominated Absolut Manifesto advert focuses on the theme that doing something different leads to something exceptional. The commercial was the brainchild of Mark Figliulo, and was directed by Rupert Sanders (of Monster “Legs” commercial fame) in association with Mass Market, a visual effects company. Much of Absolut's fame is due to its long-running advertising campaign, created by advertising agency TBWA, based on the distinctive bottle shape. Having started around 1980 with photographer Steven Bronstein, and with more than 1500 ads, the ad campaign is the longest running ever. The ads frequently feature an Absolut bottle-shaped object in the center and a title "ABSOLUT ____." at the bottom. Absolut was one of the first consumer brands to openly embrace the gay community and view its members as important and desirable consumers of its product. Its ads have appeared ingay media since 1981, and the company has long sponsored major gay events Message Execution

The way in which the advertising appeal has been executed is the straight sell/factual message execution. This type of execution relies on a straightforward presentation of information about the product or service such as specific attributes or benefits. The message executed represents the core philosophy of the brand itself and the message has been creatively executed by representing the text in a variety of ways. The message has been displayed using text and is also verbally presented at the end of the commercial. One of the strongest and most appreciated factors about this commercial was the song used as it appealed to the target audience. Shot at six different locations a crew of artisans have created large-scale installations out of ice blocks, wheat, two thousand hanging ABSOLUT bottles, flying lanterns, gigantic balloons and a myriad of glass cylinders. Each installation forms a word and is crafted to tell its part of the ABSOLUT story – from the iconic shape of the bottle and the Swedish winter wheat distilled to the urban landscapes in which ABSOLUT VODKA is enjoyed.

ABSOLUT VODKA is a French-owned brand of vodka, produced near Åhus, Skåne, in southern Sweden. ABSOLUT VODKA is made exclusively from natural ingredients, and unlike other vodkas, it doesn’t contain any added sugar. In fact ABSOLUT is as pure as vodka can be. It is rich, full-bodied and complex, yet smooth and mellow with a distinct character of grain, followed by a hint of dried fruit. The main ingredients in ABSOLUT VODKA are water and winter wheat. The water comes from a deep well in Åhus where it’s protected from impurities. Winter wheat differs from other crops as it’s sown in fall, and harvested in the next one. Days in between it grows under the Swedish snow developing its hard grain. Also, the use of fertilizers is minimized for the harvest of this grain. The product of ABSOLUT VODKA is over 30 years old and so is the iconic ABSOLUT VODKA bottle which was inspired by a 18th century medicine flask found in an antique store...
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