The Absolut Vodka cut is game for TV ads. The largest selling brand of Vodka in United States, Absolut now embracing television ads as the advertising medium after creating a history of sort in last 25 years by making waves after waves in print media across the world. So, why this sudden move? Why Absolut Vodka is spending as good as $20 million for its television publicity program? If you believe in Tim Murphy, the brand director, then get this one, Vodka wants to come out of noisy, chaotic, cluttered vodka category and wants to cater to the late 20s.







Vodka in its history of branding has always maintained a low key approach. If I remember correctly Vodka when launched in USA, didn’t go for any high profile campaign but launched only in two cities that is New York City and San Francisco. It became a craze pretty fast. And that it was only served in select restaurants enhanced only its image.







Absolute Vodka thus gets new labels, Absolut Kurrant, Absolut Mandarin, Absolute Vanilla etc. I thought Absolut is meant for people with attitude and panache. Tim Murphy’s comment made me think more deep into the matter..hehe







A quote for usatoday

Sales of those newer brands continue to soar despite a price premium of up to a 20%. Absolut still leads U.S. sales of imported vodkas with a 10% share, but growth is lagging behind the group. While sales of imported vodkas grew an estimated 8% in 2005, Absolut is estimated to be up just 2%, according to beverage research publication Impact’s 2005 annual spirits study.







While Absolut pioneered premium spirits marketing, today’s drinkers increasingly have favored even higher-priced brands, such as Grey Goose and Belvedere.