Absolut Vodka

Absolut Intro

Introduced in 1879 by Lars Olsson Smith

Known for its iconic bottle design and
print ad campaigns
Won over 350 awards
Printed over 1,500 ads

Drastically increased sales in the U.S.

Sales increased from 10,000 bottles in

1980 to 4.5 million bottles in 2000.

Absolut SWOT &

Creative Brief

STRENGTHS

Established brand
20 different drink flavors
In the top 10 spirit brands
Available in 80 different countries
Unique production method
Their bottle design is unique and their
ad campaigns have won over 350
awards

WEAKNESS

Its image is the biggest thing the brand

relies on. Quality or taste hardly ever
been applauded but its image is
always center stage
Taste
Cost

Absolut SWOT &

Creative Brief

OPPORTUNITY

THREATS

The average personal wealth

worldwide is increasing
Fewer trade regulations
International market is 4 times bigger
than that of the United States
6 newer younger brands are gaining
more popularity and brand loyalty
Rise of labor cost
High taxes on imported liquor

COMPETITION

Grey Goose
Belvedere
Kettle one
Smirnoff

Absolut
Customers

Customer Value
Customer Self worth
More experience- use less money to experience the best Premium Vodka
Brand Culture

Customer Satisfaction
Positive Loyalists
Customer Trust- Absolut has a long relationship (history) with their customers
The Vodka itself is still Pure
Customer Loyalty
30% are Adorers- Absolut is the only brand of vodka they will consume
45% are Adopters- which means Absolut is one of the favorites
10% are Acceptors- Occasional Absolut Drinker
13% are the Customers who do not know much about the Brand
Customer Age Group
Absolut advertisements target the age group between 25-35

Active, Youthful and Sociable

Young Professionals (Business Class)

Absolut Plan
Reaching consumers by creating a fun social experience

Mobile app/website featuring cocktail randomizer

Allows for fun drink creations and possibly dare challenges

Share drink creations on social media

Post challenges on social media

YouTube series featuring customer created drinks from the application

App Concept

Absolut
Summary

People want to create, be funny, and feel like they can be apart of
the product.
Using the application will allow customers to feel just that.
Consumer interaction is important and will separate Absolut from
their competitors.