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New Absolut Ads Getting Results

  • Ad Age, Monday, February 18, 2008 12 PM

After ditching an ad strategy synonymous with its brand for decades, Absolut vodka has seen a nice sales bump with its "It's an Absolut world" themed approach that launched in 2007.

According to the company, global case shipments have risen 9%, while it gained share in the crowded and increasingly competitive U.S. market. The No. 2 U.S. vodka brand broke the 5 million case mark last year for the first time -- a status its shares only with Bacardi, Smirnoff, Captain Morgan and Jack Daniels.

"We took a really different approach, and it paid tremendous dividends," says Ian Crystal, Absolut's brand director. "A lot of our key numbers had been flat or declining, and they're all going up now."

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