Absolut Vodka - Brand Positioning
Absolut was founded in 1879 by Lars Olsson Smith and is produced in Ahus, Sweden.
Sweden was the first country to nationalize its alcohol industry. Absolut was then sold nationwide under its current name. When the new name Absolut was first introduced in 1979, the original Absolut vodka was renamed Absolut Vodka.
Absolut vodka was first introduced to the global market back in 1979. Today, Absoluto sells over 100 million liters of vodka annually.
Back in the early 1980s, Absolut Vodkas were popular among the creative community in New York City. Absolut's original advertising campaign was created by the agency TBWA for its U.S. importer, Carillon Importers, Ltd.
TBWA created Absolut Vodkas' long-running advertising campaign. Typical of the others, the first of these advertisements was introduced in 1981. It featured a picture of the vodka bottle with a halo above the cap above the slogan "Absolut Perfection."
Absolut's ads ran for 15 years before they launched their new ad campaign. The campaign has included many ads, including art, fashion, cities (such as New York), spectaculars, movies, etc. The advertising has won numerous awards, including charter membership in the American Marketing Association's marketing hall. Absolut was introduced into the Hall of Fame in 1992 alongside two other brands: Coke and Nike.
Absolut was acquired by the French group Pernot Ricard. Pernod Ricard bought Absolon for €5.63bn in 2008 from the Swedish government. After Smirnoff and Bacardi, Absolut is a prominent brand of spirits and is sold in 126 different countries.
A PDF file (3 pages) with the Brand Positioning, based on a Brand Key Model