Absolut Vodka: A Competitive Analysis and Media Recommendation
What’s the problem? Absolut has lost its identity. It’s a product with so much built up brand equity that nobody’s even drinking anymore. And it’s definitely not known for its taste.
What’s the opportunity? Absolut ran a 25 year campaign widely known as one of the most successful of all time, driving yearly sales from 10,000 cases to 4.5 million in just 20 years. With growth in the RTD market expected to continue, a move must be made.
Who’s the target? Gen X, happy-hour going, single women who love to spend time (and enjoy drinks) with a small group of close friends.
This was completed as a group project during my internship at GroupM, and was pitched to management-level employees. Reach out to me for the full slideshow! Maybe I can remember some of the pitch for you…