Cut The Crap

from Sydney Morning Herald: Public relations, point of sale, online, event marketing, even a branded pub in a suitably gritty part of town. Every element of the marketing mix was there at the launch of Absolut’s spin-off brand, Cut, bar one, a media schedule.
absolutcut.jpg
The only thing missing was the one element that has been present for the launch of a major spirits brands since marketing was invented. Last week, Absolut made marketing history when it launched without a cent being spent on traditional advertising.
The drink company opted instead to lease its own bar, brand it and stage a major photography exhibition there.
Absolut’s strategy flies in the face of marketing convention; an average of $3 million is spent on advertising to launch a brand.
Thanks to Johnnie Moore for the pointer.

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About David Burn

Native Nebraskan seeking the perfect pale ale in the Pacific Northwest. Copywriter and brand strategist at Bonehook. Co-founder and editor of AdPulp. Contributor to The Content Strategist. Doer of the things written about herein.

  • http://wagnercomm.blogspot.com/2005/04/launching-liquor-without-advertising.html On Message from Wagner Communications

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  • http://www.wagnercomm.blogspot.com John Wagner

    David:
    Interesting approach. I think Absolut’s effort will probably work just fine without traditional advertising. Time will tell.
    See my post here http://wagnercomm.blogspot.com/2005/04/launching-liquor-without-advertising.html for a story about an integrated beer pitch I was involved in that lost out to a straight advertising campaign.

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