Absolut Taps Into Past to 'Create a Better Tomorrow' and Fight Today's Rivals
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Absolut Vodka is launching a new global campaign “Create a better tomorrow tonight” in an attempt to reconnect with the progressive values of Swedish founder Lars Olsson Smith and the heritage of a brand that has been produced on the same farmland in Sweden since 1879.
Absolut, bought by French group Pernod Ricard in 2008, has lost touch with its roots over the last decade, and become more of a generic global vodka brand. In the U.S., it has been losing share to newer craft vodkas such as Titos and New Amsterdam.
Absolut’s U.S. sales fell by 1.6% to $131 million in the 52 weeks ending April 16, not including bar sales, according to IRI. The brand’s dollar market share is now 6.7%, putting it behind Smirnoff at 16.6% and Titos at 9.2%. Globally, Absolut claims to enjoy “positive growth,” driven mostly by Europe and Latin America.
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