Absolut Vodka

LegacyUser

Ok guys im struggleing with this question !!
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Even though Absolut Ads have been depicted in different media, the central theme of the campaign has remained unchanged(the bottle and the two-word slogan) over the years. In light of the above statement, do you think the campaign will manage to hold sway of lose its impact in the near future?? Give Reasons to support Arguments??

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its worth 50percent of my marks , any ideas ??

forbairt

what have you thought up already ?

LegacyUser

I was thinking of saying it will lose impact especailly with the Compeitation such as Smirnoff.. The Other brands use Funny Catchy Advertisingal Although the 2 word slogans have worked for many years .. in this day and age it will need more creative slogans??

what you think?

failsafe

There was a good article that i read (it's a few years back so I don't have it to hand, but you might try google it) which talked alot about the power of a constant, consistent slogans. It took a few large examples, and showed how the industry leaders tended to maintain slogans for longer periods of time. McDonalds and Coca Cola are the ones that spring to mind from it.

E.g. from http://query.nytimes.com/gst/fullpage.html?res=940DEFDF1E3DF932A15751C1A96E948260&sec=&spon=&pagewanted=all

Like a tireless suitor, the Burger King Corporation keeps searching for a line that will work.

In the last five years the nation's second-largest hamburger chain has told consumers they could have it their way, asked them if they were hungry, informed them that its hamburgers were bigger and better, introduced them to a fellow named Herb, invited them to a Burger King town, instructed them that its burgers were the best food for fast times and apprised them that ''We do it like you'd do it when we do it like we do it at Burger King.''

That inconsistency, say marketing experts, franchisees and advertising agency executives, is at the root of the marketing problems at Burger King, whose new owner - Grand Metropolitan P.L.C. - indicated yesterday that the $215 million advertising account, which has been at N. W. Ayer for one year, would be reviewed

Although you're right that change is needed to save from being outdated and stale, history has proven that consistency has been very sucessfull for companies that stick with a slogan that works.

Other examples are:
"Always Coca-Cola" - can you remember any/all of the pepsi ones during this time?
"How are you" very successful and consistent for Vodafone from the mid 90's - 2003

And when you compare these with the competition, you will tend to find that they have had several slogans in the same period, and are generally less successful.

cazzy

Look at all the other brands that have kept their look but still managed to get the young customers through creative advertising around the old look -
i.e. coca cola being the most famous (Pepsi tried to change their look in europe in the 80's or 90's - research if this was sucessful for them, moved from white to blue look)
Budweiser has only made subtle changes to its brand and look over the years. Levis is the same.
Total revamps are not always sucessful. Guinness hasnt changed its logo/look but has very creative advertising built around it to appeal to the young market.
If I was doing that assignment Id research some succesful and less succesful brand changes and see why they failed/succeeded. good luck with it.

fintan

The absolut vodka ads have four components not two.

1) The bottle
2) the word "absolut"
3) The back ground picture
4) the second word related to the background picture

So by use of the background image and the second word, the ads can be kept current and trendy.

By using the picture of the bottle (itself a distinctive shape and brand) and the word "absolut", brand awarness and consistency is maintained. (as per what failsafe says above).

Therefore, in theory the brand can hold sway for many years to come.

How to back that up and stretch it out to a few thousand words is up to you.

You might also want to throw in somewhere about all the absolut fan sites dedicated to the ads, they are treated by some people as works of art.

Cheers
Fintan

LegacyUser

actually was too late but thanks alot especially fintan.. great answer