Advertiser: Pernod Ricard
Brand: Absolut
Agency: Native VML
Country: South Africa


In 2014-2016, in South Africa, vodka was growing fast. Growth was particularly strong at the premium end of the market, as consumers sought greater quality, with the growing influence of 'high image quality' bars and restaurants in major cities.2

Absolut was our client, who had gone into decline.

There were three reasons for this.

  • The first was the rise of aggressive newcomers like SKYY, which went from just 5% share in 2010 to total market domination through heavy marketing investment and an unashamed 'luxury lifestyle' appeal.
  • The second was a consumer trend away from 'generic' global brands towards brands with local cultural relevance.
  • The third was that Absolut's pricing was quite high – even for the sector – and in recent years of economic crisis, consumers became more value conscious.