How Absolut Vodka engages millennials
Stephen WhitesideWarc
Each drop of Absolut Vodka is distilled a thousand times before it reaches a store or bar. And every serving is poured from a bottle that is extremely familiar to consumers. "This is one of the most iconic bottles in the world. We did the research and, after Coca-Cola, it's the second most-recognisable bottle shape," Mathias Westphal, global brand director at Absolut Vodka, told delegates at Advertising Week, held in New York in September 2013.
Yet these qualities alone cannot attract the audience that brands in this sector all covet: millennials. Members...