Since abandoning their legendary bottle campaign for their new Absolut World campaign, Absolut has seen global case shipments jump 9%, and increased market share in the crowded and competitive U.S. market.
According to Ad Age, Absolut is the No. 2 U.S. vodka brand, trailing only Smirnoff. Absolut broke the 5 million case mark last year for the first time last year — a status shared with only Bacardi, Smirnoff, Captain Morgan and Jack Daniels in the spirits space.
“We took a really different approach and it paid tremendous dividends,” said Ian Crystal, Absolut’s brand director. “A lot of our key numbers had been flat or declining, and they’re all going up now.”
