Abstract
We decided to study Absolut Vodka which constitutes the third largest international spirit in the world. Absolut Vodka is a Swedish brand belonging to the public group Vin & Spirit. It is very successful and famous for the quality of its vodka and also for its special position in the market, the differentiation. Thanks to very creative advertising campaigns, the marketers have created awareness that will lead to trial and then to a decision making purchase. What is more, in 2002, Forbes Magazine ranked Absolut Vodka as the world's number one luxury brand.
Absolut Vodka is very famous for its marketing and advertising campaigns that have won over 350 awards over the years. As a creative brand with great trend-awareness, it always considers it fundamentally important to update permanently its image and awareness using cutting-edge communication channels. Absolut Vodka gets coverage in every medium, but uses especially in the the ads: a picture of the bottle with a two or a three word caption starting with the word "Absolut" and often saying something complementary about the product. Furthermore, the brand takes great advantages of using the buzz marketing as a strategy to market its products (record player in the street, etc). All advertising campaigns are based on the development of a strong memorable identity for the brand through image advertising, an image that will appeal to product users.
