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Absolut Cubs?


no97

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Pardon my ignorance, but when did Absolut go away from ads that display their bottle's shape in various context-relevant ways? That was one of the best and longest-running campaigns going.

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Pardon my ignorance, but when did Absolut go away from ads that display their bottle's shape in various context-relevant ways? That was one of the best and longest-running campaigns going.

Great job, Phil. You win the award for the correct observation! It is just the third time in 25 years that they change themes. Plus, remember that the Swedish government owns the brand (V&S Group).

From the April 27, New York Times: "For 25 years, Absolut vodka ran the same humorous campaign celebrating its distinctive bottle, becoming renowned for the consistency of its pitches to consumers. Now, seeking to recapture lightning in a ? well, you know ? the brand is changing advertising approaches for the second time in 15 months. Next week, Absolut will discontinue a campaign introduced in January 2006, which carried the theme ?The Absolut Vodka? and was built around puns on the brand name and the word ?absolute.?

The switch in campaign tactics is indicative of the intensifying ferment in competitive marketing categories, in which the buying behavior of fickle consumers must be monitored continuously to determine whether ads are working." They will have differnt agencies targeting different markets, such as Blacks/Hispanics in one market, and gays in another, all accoding to the NYT story.

For those who do drink, Absolut has been out paced by the "super-premium" brands like Ketel One, Grey Goose, and Belvedere. To be fair, Absolut is stil the #4 spirits brand in America behind Bacardi, Smirnoff, and Captain Morgan. They used to be in the top 3. In fact, Level is their alternative to those already mentioned. Absolut, like Coke, has been cut in market share by niche products in the last 5 years.

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