Vodka Maker Turns to TV Ads to Market New Absolut

Absolut Spirits Company plans to run its first U.S. television commercials, which will introduce a new raspberry-flavored vodka, the New York Times reported Sept. 3.

The Absolut Raspberri campaign will include four television commercials on national cable networks like E!, FX, and VH1. The multifaceted campaign will also include print, outdoor, and interactive advertising and promotions.

Over the past two decades, Absolut has promoted its brands through a distinctive print campaign in hundreds of national and local magazines and newspapers. But with increased competition in the vodka market, the company has decided to turn to television advertising to capture consumers in the 21-to-29 age group. Competitors Smirnoff and Grey Goose already advertise on television.

"The essence of the Absolut brand has been leveraged so creatively via print," said Robert Passikoff, president of Brand Keys, a brand and customer-loyalty consulting firm in New York. "But these days, the competition being what it is, Absolut can't afford to ignore any opportunity."

Source: www.jointogether.org