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,...