Absolut Campaign Europe

In 1992, Absolut decided to export its American success to Europe. Establishing the brand in Europe meant accompanying it through three stages.
  

The Absolut Company/ Absolut Campaign Europe

Agency: BDDP @ TBWA

MARKETING SITUATION

In 1992, Absolut decided to export its American success to the European market. Establishing the brand in Europe meant accompanying it through three stages: 1 Launch Communicating the core brand values to opinion leaders. 2 Penetration Establishing awareness among a wider population. 3 Animation Constantly maintaining the dynamic of Absolut as a cuttingedge brand.

ADVERTISING OBJECTIVES

Overcome the paradox: broadening brand appeal means losing an image of exclusivity. Instead of looking at ways of making the brand more accessible to a broader target,...

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