Absolut vodka gay pride bottle
The American market
Absolut was introduced in the USA in 1979. The aim was high: the American market was not only the biggest in the Western world, but also the most competitive. At first, the distributors in the USA weren’t as enthusiastic as Absolut’s production and marketing people. A characteristic reaction was, “Who would buy a Swedish vodka?” Carillon Importers Ltd., in New York saw good reason: some people don’t need to follow the crowd. Some people appreciate quality more than others.
After the first bottle was sold in Boston, New York was next. Then came Chicago, Los Angeles, San Francisco… In just six short years, Absolut was number one among imported vodkas in the USA. The country that consumes 60% of the Western world’s vodka was convinced.
The vodka is still produced in Sweden, and the 450,000 bottles produced every day are shipped from the small Åhus harbor to consumers all over the society. And now, 40 years later, Absolut is a familiar name in many parts of the world. They won over 350 awards with the bottle campaign.
Communication
Back in 1978, before they even started looking for an American distributor, they decided to develop a bottle that would performance the w
Case study: Absolut
The American market
Absolut was introduced in the USA in 1979. The aim was high: the American market was not only the biggest in the Western world, but also the most competitive. At first, the distributors in the USA weren’t as enthusiastic as Absolut’s production and marketing people. A typical reaction was, “Who would buy a Swedish vodka?” Carillon Importers Ltd., in New York saw good reason: some people don’t want to follow the crowd. Some people appreciate quality more than others.
After the first bottle was sold in Boston, New York was next. Then came Chicago, Los Angeles, San Francisco… In just six short years, Absolut was number one among imported vodkas in the USA. The country that consumes 60% of the Western world’s vodka was convinced.
The vodka is still produced in Sweden, and the 450,000 bottles produced every day are shipped from the small Åhus harbor to consumers all over the world. And now, 25 years later, Absolut is a familiar name in quite a few parts of the world. They won over 350 awards with the bottle campaign.
Communication
Back in 1978, before they even started looking for an Americ
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