Absolut Vodka: Absolutely Successful
Q1 What is the foundation of Absolut Vodka's success? Is it the vodka, the bottle, the distribution or the promotion?
The foundation of Absolut Vodka's success is mainly the bottle and the promotion. The design of the bottle was recognised at an early stage as crucial to success. The bottles were elegant, different, simple and very Swedish. The resulting Absolut bottle was very different from competitor's bottles. The result was a clear high quality vodka, free from dangerous by products. The Absolut bottle was considered a masterpiece in glass design. The timeless shape, the fine lines and the exceptionally clear glass distinguish Absolut from other premium vodka brands. The marketing team came up with a strategy that all advertising should centre around the bottle, the product should not be identified with any particular lifestyle, and the approach should have a timeless yet contemporary feel to it. Every advertisement has a two or three word caption beginning with the word Absolut'. The shape of the bottle as an aesthetic concept sold the idea. It had been decided that there should be no label to hide the crystal clear contents. The team came to the conclusion that some kind of coloured lettering was required. Blue was decided upon as the most visible and attractive colour, the colour is still used for the famous Absolut Vodka logo. The Absolut Vodka bottle has become something of a modern icon. Inspired by the classic Swedish medicine bottle of the late 18th & 19th centuries, the bottle is a harmonious blend of traditional Swedish glass making craft and the best of contemporary design.
Q2 How does Absolut's marketing build upon American trends in the late 1980s and early 1990s? Is Absolut a fashion product that will decline with trends?
Yes, I do think Absolut is a fashion product because it is marketed for up market people as they are always keeping in touch with fashion, so when