New brand strategy

Absolut has been a pioneer in the premium vodka segment since the days of Andy Warhol. Market disruption and an ever-growing product line have kept the market interested but have detracted from the brand. 2013 sees Absolut launch a new brand strategy shifting focus from product- to master branding, affecting all marketing activities. The new strategy will nourish the portfolio and will be implemented step-by-step during this fall and early 2014. The new strategy can be seen in the recently launched campaign Transform Today.

In short:

New brand strategy
Architecture and naming
A reinvigorated portfolio