Selling the attitude of a brand- The
Absolut Vodka example
What is this Absolut nonsense?
• Absolut Vodka´s advertising
campaign is the world´s longest
• To this date, it comprises 1,450
• Developed by TBWA over the
past 25 odd years
Different things build brands, but this is Absolut truth
• Advertising (e.g., Absolut Vodka)
• Sponsorships (e.g., Kodak and Olympics)
• Clubs and consumer communities(e.g., Harley Davidson,
• Factory visits (e.g., Cadbury’s theme park)
• Public facilities (e.g., Nestle Nestops)
• Social causes (e.g., American Express)
• High value for the money (e.g. Ikea)
• Founder’s personality (e.g., Richard Branson)
Absolut Vodka was built exclusively by the power of
Advertising creativity provided the platform that was
explored via sponsorship, activation ,PR etc.
What is the category?
• Vodka is the world’s most popular spirit drink
• Vodka is legally defined in the US as a tasteless, odorless, colorless
– most undifferentiated liquor that you can have
• Growing market sophistication
– More and more brands and variants appear as the category becomes increasingly
– Many products (and even methods of distribution) are becoming commodities.
To that end, branding often seems to be the only way to create
customer appeal and loyalty, and allow you to put premium prices on
something that would be hard to distinguish on an objective basis from your
1879 Swedish businessman Lars Olsson Smith introduced
a new kind of vodka, which he called Absolute Pure Vodka.
Olsson was a success story indeed - Successful
businessman at 10 and entrepreneur
Lars Olsson Smith controlled one third of
all the vodka in Sweden while he was still
learning to shave.
For almost half of the 19th century he was known as “The
King of Vodka”
Developed a revolutionary new distillation method called
Redefined the distribution chain (away from