Absolut Vodka Campaign Implementing a new trend into the Absolut Vodka brand

Brianne Kimmel Chelsey McGrogan Jenny Pepera

Target Audience

• Adults age ages 21-34

• Young business professionals with and active social life

Goals

• Increase brand preference to Absolut with target audience

•  Distinction among competitors

• Influence in-store purchase decisions

Current Advertising

Absolut Vodka �Mobile Application

In an Absolut World...

...you’d have an Absolut Bartender

Current Technology

• Quick Response Codes (QR Codes)

Recommendation

• Utilize current technology by implementing quick-response technology

• Placein‐storeQRcodesbelowAbsolutVodkashelvesinliquorstoresandotheralcoholretailers

• PlaceQRcodesoncurrentadver:singmessages

Rationale

•  QRcodeswillincreaseawarenessandbrandinterac:onatpoint‐of‐purchase

•  QR codes are consistent with Absolut’s trendy culture

•  Tech-savvy target audience appreciates convenience in their drink search

•  Implementing this technology will be nearly cost-free

Measurement

•  MeasureQRsuccessthroughappdownloads

•  App uses GPS technology for research on purchase and consumption

•  Increased Facebook fans and Twitter followers via App

•  Track increased web traffic on Absolut.com

Conclusion

•  InanAbsolutWorld…You’dhaveanAbsolutbartender

•  Without the QR code, the target audience will not experience the Drinkspiration App

•  By providing brand interaction at the point-of-purchase, we’ll increase sales and brand preference

Questions?