Absolut Vodka Brand Positioning

Absolut Vodka denounce layAbsolut Vodka is unrivalled of the worlds selling premium liven up crisscrosss and achieved gross revenue of 10.7 million nine-liter cases in 2007. E actu on the whole(a)y store of Absolut Vodka is produced in Ahus, southerly Sweden. Although the send is the largest premium vodka selling in 126 countries, its market shargon is peril by the constant growth of Bacardi and Smirnoff.In the turbulent environment Absolut Vodka face up in a flashadays, the organization needs to constantly search for ways to innovate and to find out the changing customer demands in order to maintain or build up the position of their results. Absolut Vodka, one of the more(prenominal) or less popular super-premium imperfections in the world, is the strongest commemorate for VS strong drink. Now, the follow tastes to maximize its brands market shargon through constant innovation and adopting untested merchandising and distri besides ifion strategies.2. Product e truly(prenominal) store of Absolut Vodka is produced in Ahus, in southern Sweden where the wheat that gives Absolut Vodka its smooth grain character grows. Absolut Vodka is produced from winter wheat, a hardy wheat grain that centuries of experience pass on sh throw to produce A-one vodka.Absolut Vodka uses a abut c whollyed continuous distillation, introduced in Sweden in 1879 by The Vodka king Lars Olsson Smith (Pernod Ricard, 2009). The water it uses comes from our own deep well. Producing its vodka in one arrangement utilize local raw materials gives VS Absolut Spirits complete control of all stages of production and ensures that every drop meets the comp rough(prenominal)s high prize ensample. Un exchangeable oppositewise vodkas, the Absolut Vodka flavors ar make by blending the vodka with only natural flavors and no sugar is added. In fact, Absolut is as pure as vodka quite a little be. Still, that accolade has a certain taste rich, full-bodied and complex, yet smooth and melt down with a distinct character of grain, followed by a hint of desiccated fruit (2009). Absolut Vodka currently comprises its products within many flavors, much(prenominal) as vanilia, raspberri, apeach, scarlet red, pears, and mango. each Absolut Vodka products can also be enjoyed neat or multiform in toasts.In addition, the radiation diagram of the Absolut Vodka bottle has do it one of the worlds most iconic products reinforces the brands strong spirit heritage. The bottle shape of the Absolut Vodka bottle has make it one of the worlds most iconic products reinforces the brands strong bod heritage. It looked elegant, antithetical, simple and very Swedish, and was decided that at that say should be no label non to fog the crystal clear liquid. Blue was decided upon as the most panoptical and elegant color for the Absolut Vodka logo. The flavor comes in a transpargonnt bottle in order to show how pure and clear its vodka is. The brand determine of Ab solut atomic number 18 defined as Clarity, Simplicity and Perfection. All three are on that point, visible on the bottle.Absolut Vodka currently comprises the following products within the same woodland frameworkYearProduct1979Absolut Vodka1986Absolut Pepper1988Absolut Citron1992Absolut Kurant1999Absolut Mandrin2003Absolut Vanilla2004Absolut Raspberri2005Absolut Apeach2006Absolut deep red Red2007Absolut Pears, Absolut 100, Absolut Mango2008Absolut Los Angeles2009Absolut Boston2010Absolut Berri Acai, Absolut Brooklyn,2011Absolut Wild Tea, Absolut San FranciscoSource http//en.wikipedia.org/wiki/Absolut_VodkaCreativity is what drives Absolut brand forward. That applies not only to the marketing and design, but also to the product development. When launching a flavour, the Absolut Company wants to make room for new cocktail experiences.3. Brand PositioningAbsolut Vodka is positioned as premium brand in the minds of the target consumers. The hurt of the product is high. Absolut is one of the expensive brands among the leading brands in the U.S. as illustrated in disc everywhere 4. The company also tried to feature the product as a high end product. For example, Absolut had an personal identity test termed Smart, showy, sassy, sophisticated and stylish. By this salmagundi of brand personality statement, the brand was associated with the fashion conscious, rich, desperate and dynamic life-style-namely the Absolut life style. Absolut entered enrapture world and tried to relate the brand with fashion world. In the Lifestyle magazines, the glimpse of a trendy tanned fashionable girl be and wearing Absolut Vodka marked attire became widely visible.The brand personality of Absolut was communicated successfully with the help of a series of aesthetically degestural ad bunks twain in mug and in electronic media. The word Absolut was punned in juncture with imaginative stunt womans of the bottle and with strong positive feeling awakening dustup or phrase s. Absolut went for simple, but sophisticated ads a circley picture of the bottle accompanied by a witty caption (Facts Abusolut Ads, 2009). Those advertisements concord not only broken advertizing demonstrates year after year but also have mesmerised the eyeball alongside the imagination of the general public. The advertisement head for the hillss were comminuted to look at, easy to understand yet had the spark of cognition and smartness. The modes featuring in the advertisement had a tanned skin most of the generation thus the brand tried to relate itself with a sense of sunny, urban and dynamic life-style. The brand was more inclined to lay emphasis on girls. Because vodka is an odorless drink and doesnt give any quirky sensation objet dart drinking, this was assumed that girls would love this amiable of product features. Absolut Vodka soon became news. The latest ads a good deal started getting journalistic coverage in magazines and on TV. Everybody talked almost Absolut campaigns be it the Absolut Manhattan ad portraying an aerial view of New Yorks Central parkland in the shape of an Absolut Vodka bottle or 26 Russian painters creating their own most personal impressions of the bottle.Over the years Absolut has commissioned not only over 300 painters, but also leading artists in all fields give care sculptors, glass designers, musicians and fashion designers. The main strategy of the brand was to avoid relating the product with only one particular lifestyle and the ads were to have a timeless but contemporary theme. Absolut Vodka can be purple of its ads in crossing the line betwixt announce and art using different medians such as paintings, limited edition bottles, shirts, and sculpture (Brand shine up Absolut Vodka, 2010). Many famous artists worked for the company, including Andy Warhol and Keith Harris. TBWAs branding campaign for Absolut Vodka was listed as one of the superlative degree ten campaigns of the last century by Adv ertising Age and the campaign won many awards including an Effie and Kelly awards which are probably the most prestigious awards in the advertising industry (2010). Those highly accepted and widely popular advertisements campaigns could successfully deliver the main brand positioning ideas of Absolut Vodka, i.e. premium product, high select and association with art and a good life.4. Competitors and their CampaignsIn addition to Absolut Vodka, there are over other(a) 30 vodka brands in the U.S. market as shown in demonstrate 2. Those brands are original from nine countries such as Belgium, Britain, Denmark, France, Finland, the Netherlands, Poland, Russia (Latvia and Estonia), and Sweden. Apart from American made brands existing in the market such as Popov, Gordon, etc. there was the emergence of new American made vodka brands in the past some(prenominal) year such as Skyy, a lovely San Francisco spirit, the newly arrived Teton Glacier, unique vodka made in Idaho, etc (Departmen t of Liquor Control, 2009).In 2007, there were seven leading vodka brand in the U.S. market including Smirnoff, Absolut, white-haired(a) cunt, Skyy, Stolichnaya, Ketel virtuoso, and Svedka respectively as shown in Exhibit 3. These brands are made in different countries. However, the American made brand like Smirnoff was ranked the figure of speech one U.S. market share in 2007, followed by Absolut Vokda. A draft profile of five leading brands that were Absoluts competitors and their campaigns in 2007 leave behind be discussed in next session.4.1 SmirnoffSmirnoff is the 1 selling vodka in the U.S and the world. It had a 17.2% share in 2007. It is originally produced in Russia, the recipe found its way to America in the early 1900s. Smirnoff is one of alcohol brands of Diageo (Dee-AH-Gee-O), the worlds leading premium drinks business with an smashing collection of beverage alcohol brands across liven up, wines, and beer categories. These brands include Johnnie Walker, Guinness, Smirnoff, JB, Baileys, Cuervo, Tanqueray, Captain Morgan, diadem Royal, Beaulieu Vineyard and Sterling Vineyards wines.In November, 2006, Smirnoff renewed its alliance with pile bail in the film Casino Royale. The alliance multiform a multi-million clam media campaign, which was activated in the U.S. and around the world. The campaign included a disseminate advertising campaign on- and off-premise promotions and sweepstakes a global public relations campaign and a fully moveive Casino Royale microsite (Zydel, 2006).Smirnoff had the close partnership with attach in 1962s Dr. No. In a scene when the scoundrel hands Sean Connery a Martini, shaken not stirred made with Smirnoff Vodka. This monumental moment in film made some impact on the way martini drinkers made their cocktails, shifting from the traditional gin to a vodka-based drink and popularizing the vodka martini the world over (2006). Exhibit 5 shows a cross-promotional ad for James Bond Casino Royale and Smirnoff Vo dka and some scenes in James Bonds movie in 1962s.In August, 2007, Smirnoff launched its largest ever marketing campaign (5M) which was named Sea to promote the brand. It centers around a 60-second commercial created by JWT, which premiered on 17 August 2007 in showings of The Bourne Ultimatum at selected cinemas across the unify Kingdom. There were various tie-ins launched, including the Smirnoff Purifier, an online game, storey of sale Smirnoff purity kits, and a tour of a custom- strengthened Smirnoff civilisation Installation used to make drinkable samples of water taken from salty or otherwise undrinkable water at selected sites (Sea Advertisement, 2010).4.2 Grey pussyGrey Goose was merchandise to the linked States by the Sidney red hot importation Company which is located in New Rochelle New York. In 1997, the brand became national prominence when it was awarded substantially for its quality in the U.S. In 2004, Sidney Frank then s emeritus the right of manufacturing to Bacardi. Grey Goose was the first large French vodka but has seen some competition from Nuage, Ciroc and Idol which are at one time on the market. Each of these vodka brands are premium brands sold in northerly America (Grey Goose Vodka, 2007). In 2007, it held a 6.3% share of the U.S. trade.In 2007, claiming itself to be the valets Best Tasting Vodka, Grey Goose launched its new Discerning perceptivity advertising campaign which was produced by New York-based radical.media. The campaign was the brands first study advertising effort since its acquisition by Bacardi Limited in 2004. It consisted of four different scar advertisements and three broadcast spots. Creative elements of the campaign capture particular moments, people, places, and founts in the lives of Grey Goose consumers revealing their unyielding lifestyle of discerning taste. The theme of the advertising platform supports the brands commitment to represent more than unless a spirit, but a luxurious lifesty le brand. The print composites reveals the back stories of Grey Goose drinkers by portraying images ranging from playing golf to a spontaneous late night dinner with friends. These snapshot moments refer that a Grey Goose drinkers inherent eye for detail leads them to seek refined subtleties in more than just their vodka but in all aspects of life (Grey Goose Vodka 2007 Advertising Campaign, 2007).The advertising campaign commenced in jointure with the U.S. Open Tennis Championships in which Grey Goose was the Proud promotional Partner of the tournament. The advertisements surrounded broadcast coverage on the USA intercommunicate and appeared on target outlets such as the Golf Channel, ESPN, and HD Ne twainrks and in print outlets such as BlackBook, Departures, GQ, Golf Digest, Travel + Leisure, Vanity Fair and booze Spectator (Grey Goose Vodka 2007 Advertising Campaign, 2007).4.3 SKYYSKYY is one of the fastest growing spirits globally and the leading domestic super premium vo dka in the United States (Baker Hearn, 2005). The brand was launched in 1992 by Skyy Spirits, LLC who is the US-based wholly owned subsidiary of Gruppo Campari (Milan CPR.MI) and the univocal marketer and distributor of super-premium and luxury spirits brands in North America. It had 4.6% U.S. share. Skyy vodkas highest quality and ultimate smoothness are observed by consumers due to the state-of-the-art process of quadruple distillation and triple filtration (2005). agree to the good design of its distinctive cobalt blue bottle and award-winning marketing parleys, SKYY is corresponding with quality, sophistication, and style (2005).SKYY Vodka let the worlds most accomplished and controversial photographers interpret the brands coquettish image in bold and daring fashion (Press Release Skyy Spirits Unveils Sexiest Ad Campaign in Skyy Vodka History, 2010). In 2007, SKYY looked to acclaimed photographer and independent filmmaker David LaChapelle to shoot the powerful, tantali zing images that captured the essence of cocktail glamour and the jet set lifestyle which would constitute its third campaign. The national campaign was named Cocktail Moments and was available for national outdoor, print, and online. Exhibit 6 shows some ads for this campaign. The creative was launched outdoors beginning January 2007 in LA, Chicago, Miami and San Francisco (2010). pickup insertions start in February of 2007 in men and womens entertainment and lifestyle publications, including ESPN, InStyle, US Weekly and People, as well as on www.SKYY.com. The ads also ran as banner ads on selected websites including ESPN.com, Evite.com, and Gay.com, starting in mid-February. Due to its bold, sexy imagery, SKYYs ads have become collectible pieces of artwork (2010).4.4 StolichnayaStolichnaya has its origins in the Moscow State drink Warehouse No. 1 which was opened in 1901 by the government activity to ensure higher quality vodka production (Stolichnaya, 2010). It was the first v odka to be introduced and imported into the USA, in 1972. Stolichnaya was at this time a good choice to the USA-produced vodka brands as it tasted milder due to a more refined distilling process (2010). However, Stolichnayas popularity has been dependent on the political climate amongst the U.S. and the former USSR.In 2005, Stolichnaya was included in the Pernod Ricard portfolio. Pierre Pringuet, Managing Director of Pernod Ricard said We needed a major vodka to pressurize and balance our product range. Stolichnaya signalled our first step in the vodka market and we are proud of our achievements in developing this fine brand. But with ABSOLUT, we have outright made a giant leap forward (Pernod Ricard, 2008). Since 2005, sales of Stolichnaya grew up from 2.1 million to 3.4 million cases and it had a 4.2% share. In 2007, the brand received several awards including Best New Product in the U.S. and Best New cause in the UK. Additionally, its benchmark Ultra Premium Stolichnaya Elit also got the highest rating by the U.S. Beverage Tasting Institute (2008).While renovating the brand, Pernod Ricard launched a new advertising campaign for the Stoli family in order to remind consumers to Choose Authenticity on April 9, 2007 (Pernod Ricard USA, LLC., 2007). Exhibit 7 presents ads of this campaign. The campaign debuted in leading U.S. magazines as In Style, Rolling Stone, and GQ in May, 2007. The new campaign was in a ocular style and based on a Russian artistic causal agent called constructivism, that celebrated the strong industrial structures of the early 20th century when there was the creation of Stolichnaya (2007). The campaign depicted positive Russian icons in a proud tone and humorous way. One of the first ad executions headlines was The incur of all Vodkas, from the Motherland of Vodka.The new campaign was developed tally to two findings of research that first, that the remarkable history of Stoli hadnt been fully told and second, that authenticity was a lively consideration in the purchasing decisions of sophisticated, young grown consumers at that time (2007).Patrick Piana, Senior Vice President, Marketing, Pernod Ricard USA said Pernod Ricard has consistently demonstrated its major power to drive brands to achieve their potential, and we are confident that this new Stolichnaya campaign exit resonate with the brands core consumers and build on our overall track record of success(2007). However, after the leverage of Absolut was completed, Pernod Ricard ended its agreement with Stoli. William Grant Sons USA signed an agreement to distribute Stolichnaya in the U.S. in 2009.5. Consumer BehaviorThe comprehensive epitome of vodka by the Beverage information free radical and research by Simmons Market explore Bureau reveal consumer behavior of vodka as followsVodka is unlike any other spirit category. The proportion between male vodka consumers and female consumers are fairly equal. Furthermore, it is consumed by all adult age roots (Simmons Market explore Bureau, 2007).Due to universal challenge of vodka coupled with its versatility as a mixer and the cachet high end products, it has continued to attract adult consumers (Beverage training Group, 2008).Females favor flavored vodkas while males take the lead among several brands-Absolut Kurant, Stoli Citros, Stoli Ohranj and Stoli Cranberi (Simmons Market Research Bureau, 2007).According to Simmons (2007), the sure-enough(a) the brand the older the consumer. Stolichnaya drinkers tend to be older than Absolut drinkers. Also, Absolut drinkers tend to be slightly older than Grey Goose consumers. fire-bush scores highest in the 21-to-24 age group among unflavored vodkas.Younger adult consumers tend to be attracted by somewhat sweet flavors-vanilla and raspberry. Whereas older consumers take classic cocktails that are savory in nature (Beverage Information Group, 2008).All vodka consumers are moving toward a healthier lifestyle and a greener planet. ( Beverage Information Group, 2008). It was found that several marketers are incorporating natural and green elements in their products. This is a trend that is expected to continue (Beverage Information Group, 2008)..Limited edition products that return local causes such as Absolut New Orleans and Absolut Los Angeles are another(prenominal) trend that is expected to gain a following (Beverage Information Group, 2008)..Overall, consumers are moving away from sweet cocktails into the savory area. This whitethorn not promise well for several flavored vodkas (Beverage Information Group, 2008).Review of publications about vodka brands uncovers that there are some significant fixingss that enhance customer decision making process when buying vodka as followsLuxury By definition, vodka is a clear, tasteless, odourless liquid-meaning that a basic level of quality distilling yields vodka on par with any other. that through given(p) ads and higher pricing, Absolut vodka became the premium vodka over Smirnoff in the 1980s. Then, i n the 1990s, Sidney Frank consciously decided to introduce Grey Goose vodka, which costs 50 percent more than Absolut, with reasoning that people would dedicate more for a brand they saw as more exclusive, just as they did with Absolut over Smirnoff. Since vodka is one of premium alcoholic drinks, it is considered a kind of luxury items (Rothbaum, 2009).Flavors Several companies keep introducing more varieties for customers to choose from, this strategy has proven to be quite successful. Also, the U.S. is the worlds biggest market for flavored vodka and a new flavour can drive sales. For example, in the summer of 2007, Finlandia introduced grapefruit flavored vodka. The vodkas popularity has been so great that it has increase the brands overall sales of flavored vodkas by almost 10% (2009). Thus, there are still room for competition in the vodka category. Store shelves are now packed with new flavours and brand extensions from numerous wel l-established brands (2009).Price Setting an inviting price to attract consumers seems to be successful for some brand vodkas like Smirnoff. For example, Smirnoff stick on a 4.0% gain in 2008 and making it the top-selling spirit in the U.S., supplement its rainbow of flavors as well as its inviting price (2009). This pricing strategy essential be employed carefully for luxury goods like vodka, since consumers still perceive that Vodka should not be cheap. It is not a product of first necessity. even out though higher-priced brands are seeing slower growth, consumers are still spending a lot of money to purchase these prestigious brands.Reference Group Vodka consumers use reference groups such as co-workers, friends, and family as a tend to select a brand, since vodka is a product that can be dual-lane in social occasions and consumers tend to please all of those groups when they gather. Thus, group situations constitute their purchase decisions.Packaging Packaging has always played an consequential role in developing brand image, and the vodka industry is not exceptional. According to Adam Rosen, the brand manager of Wyborowa Vodka, the vodka industry is much more image conscious than other liquors (Labbrand Consulting Co., Ltd., 2009). In addition to ingredients and taste, packing is another factor influencing vodka drinkers buying decision- the vodka they choose should make a statement to others. Thus, the bottle design should display sophistication and class. For example, Svedkas new bottle reflects their cheap chic positioning, allowing consumers to purchase a premium vodka at a competitive price (2009). This should appeal to hip night life lovers, but not older customers habituate to having a casual drink at home. It was found that the older reference will appreciate a classic bottle design that looks nice in their alcohol cabinet (2009). As Svedka hasnt redesigned their bottle for over 10 years, the repeat customers likely have a strong connect ion to the old brand image (2009). In short, packing can influence decisions made through constructive process at the time of purchase.6. History of Brand AdvertisingAbsolut Vodka has become famous mainly due to its advertising campaigns. The shape of the bottle of Absolut vodka is very unique and is emphasized in all their advertisements. For about 25 years, the focus on the product has been the main theme in advertisements for Absolut Vodka. They ran campaigns of humor featuring their unique bottle. It is the unique advertising campaigns that have made Absolut a popular brand going up to the heights of Coke and Nike.In 1981 they started the Absolut ________ campaign. Absolut Perfection which was created in 1981 was the first advertisement and it is still popular today. They had clever concepts like Absolut L.A. which showed a swimming pool shaped like a bottle or Absolut Warhol which showed the painting of a bottle by the artist. One of their popular ads is the Absolut London, whi ch shows the door of 10 Downing Street resembling an Absolut bottle. In a 1988 feature of a playboy magazine they showed a bottle like a model and this ad was called Absolut Centerfold. Then there were issues Absolut Disco (2007) link up to dance music in 2008 Absolut Masquerade under the theme Every night is a masquerade and in 2009 the Absolut Rock Edition as a tribute to rock and roll. They wanted to end this campaign in 1997 with the launch of an offbeat bottle campaign on April fools day and it was very popular. But it took 9 more years to come up with a different campaign due to its limited advertising budget. The Absolut ____ campaign enabled the brand to become the best-selling imported vodka in the United States as sales rose from 20,000 cases in 1981 to almost 5 million in 2007.In January 2006 they started a campaign called The Absolut Vodka which had a theme on the pun between the brand name and the word absolute. This multimedia campaign demonstrates the headship of Abs olut Vodka as The Absolut Vodka and observes other classics that are absolutes in our culture. This campaign is an evolution of the brands iconic, 25-year-old advertising and one that underscores the brands marketing ingenuity and continuous creativity. This campaign was broadcasted on television in the United States. The campaign also featured online and print executions. The new execution was built on the brands existing campaigns. The broadcast depicts a collage of absolute moments and icons that bases current culture. Pictures include The Absolut Morale Booster (Marilyn Monroe singing for U.S. troops) and The Absolut Road Trip (first work trip to the moon). The print advertisement features an Absolut Vodka bottle levitating over a color-block elude with copy that reads The Absolut Vodka the image connotes an exclamation point. The print ad shows the genuinity of Absolut Vodka and conveys only one message that Absolut is The Absolut Vodka.The Absolut Vodka campaign targeted a new and increasing group of vodka drinkers in the United States. The broadcast is very interactive and is aimed at capturing in-the-know customers. The Absolut Vodka campaign was created by TBWA/Chiat/Day, the advertising agency of record for Absolut VODKA.7. The In an Absolut reality CampaignIn 2007, Absolut Vodka began its In An Absolut World campaign in which the company posted various, a great deal fanciful scenarios of what the target sense of hearing might think would constitute a perfect, or Absolut, reality. The campaign was handled by TBWA/Chiat/Day, part of the TBWA Worldwide division of the Omnicom Group.The In An Absolut World would elicit alter opinions and points of view of customers. It is designed to be an inspiring, humorous, and intriguing integrated campaign about what an Absolut World might look like and to initiate a discussion about both universal and common subjects, as well as to challenge consumers to express their own visions of the world. Its adverti sing campaign invites consumers to visualize a world that appeals to them one they feel may be more idealized or one that may be a bit fantastic.The campaign includes commercials and video clips as well as online ads, print ads, billboards and event marketing. Drinkers were invited to imbibe In An Absolut World, a fanciful, even surreal, place where common sense prevails and just deserts are always on the menu. For example, on planet Absolut, men can get pregnant, and lying leadership are exposed by their Pinocchio noses.In fact, Absolut was confronting the same problems as other market-leading brands in that everybody knows who they are, but what are they known for? Thus, The goal is to encourage a dialogue between customers and the brand. The ads proclaim, This is Absoluts view of the world you respond, you react. Absolut ads aimed at minority consumers will also begin to feature the Absolut World theme.7.1 Probable Marketing ObjectivesSince from 2003 to 2007 over 240 new brands of vodka came and many companies started focusing on the ultra-premium category, the marketing objectives of the In an Absolut World include robusting sales growth and re-establishing and re-cementing the Absoluts position in the vodka category in an extremely competitive environment.7.2 Probable Communication/ Advertising ObjectivesThe main communication of the In an Absolut World campaign is to provide the customers with an opportunity to interact, get involved and associated with the brand, since its customer survey found that the previous one never provided the opportunities for customers to interact and get involved with the brand. Furthermore, the campaign aimed at depicting that Absolut Vodka has a class of its own or a world of its own implicating that it is different and repair than other brands. The idea is that Absolut Vodka is the quintessential vodka, the true vodka, and the standard by which you calculate other things.7.3 Target MarketThe target auditory modality i s 23 34 year urbanites.7.4 Positioning StatementTo inform urbanites that Absolut Vodka is the quintessential vodka, the true vodka, the standard by which consumers judge other Vodkas.7.5 Creative StrategyThe In an Absolut World advertising campaign requires that consumers imagine a world that appeals to them, something like a perfect world or a fantastic world, thus pitch about different opinions and points of view. Also it needs to these ads in countries worldwide with varying themes relevant to their region.7.6 Creative ExecutionTo achieve the creative strategy, they decided not only to show what an ABSOLUT WORLD looks like, but also to give consumers the jeopardize to experience it in their daily lives. The idea was to publish the perfect newspaper and distribute it for free, with real editorial content that was entirely positive and interest to read. Another idea was to perfect a taxi ride by supplying a fleet of free-of-charge Porsche taxis. The next idea was to make a uniq ue experience at the nearest ATM cash mechanism by introducing the Happy Hour.7.7 Media StrategyThe campaign would be put in print ads, billboards, TV commercials, video clips as well as online ads (at absolut.com), and event marketing. Absolut turned its website into an online community where visitors can share and discuss their visions of an Absolut World, create and transfer images, films, worlds, and sounds, create personal profiles browse, comment, and develop the visions of others.8. Evaluation of the In an Absolut WorldThe campaign uses a combination of approaches in the major selling idea between creating a brand image, positioning and inherent drama. Absolut developed its strong, memorable identity through image advertising and positioned itself as the quintessential vodka in the consumers mind.The creative approach used in the campaign is appropriate for the target audience who is 25 34 year urbanites. The message can delivered to the target audience and executed in a c ombination of imagery and humor. For example, one of the ads shows an anticipant couple and the husband is pregnant. Additionally, even though Absolut came up with many ads with different pictures, those ads were able to convey the message to the target audience effectively by using indirect headlines In an Absolut World as creative tactic for printing ads and TV commercials. Also, the message is short, clear, novel, and creative as well as provokes their thoughts.Most of the ads in the campaign use emotional appeal to attract the target audience while others create excitement and provoke thoughts. The ads and some TV commercials try to communicate with the target audience that people propensity to see the world in a different manner according what an Absolut World means to them or their perceptions. For example, a TV commercial portrays a h