I recently found an article on The Globe and Mail that reported on Absolut Vodka unveiling its revamped marketing campaign featuring new, talented artists creating works for the brand that will be advertised digitally and conventionally.

https://www.youtube.com/watch?v=93uIGknDJIc

This classic distributor holds a point of difference in branding as it has always leaned toward a bold, striking, youth oriented image as opposed to a more conservative brand such as Russian Standard. After looking at several other Vodka brands’ websites to see their image, and thinking about a perceptual map with a bold-image to conservative-image axis, Absolut would fittingly be placed far towards the bold image end, a brand like Russian Standard Vodka would be more oriented toward the conservative, and furthermore, Smirnoff would range somewhere in the middle of the axis. I found it interesting how Absolut wants to reconnect itself with its target market (people about 20-35 years old) because the original consumer base they developed as loyal customers in the late 80’s has grown too old. I believe that selecting these multinational, talented, young artists to lead their campaign suits their brand image soundly and I wish them success with this campaign.

(Absolut’s vibrant image illustrated by its bottles <http://www.absolut.com/content/posters/Global/absolut-unique-promo.jpg>)