Leading Premium Vodka Brands in the US Market Absolut9 Absolut was a trademark owned by Swedish-government-controlled V&S Vin &

Sprit AB and distributed in the USA by Seagram.10 The shape of the Absolut bottle together with the adverts played a key role in making Absolut a success story and in creating its cultural phenomenon image. Absolut a fost o marca mostenita de suedia, condusa sub autoritatea V&S Vin & Sprit AB si distribuitain USA de Seagram.10 Forma sticlei de Absolut impreuna cu anunturile publicitare au jucat un rol important pentru a face din Absolut o poveste de succes si in crearea imaginii sale de "femonen cultural". Absoluts clever imagery and wordplay were considered groundbreaking when the first ads appeared back in 1980. Imaginea ingenioasa si jocul de cuvinte ale Absolut au fost considerate inovatoare cand au aparut primele anunuri in 1980. Absoluts long-time ad agency, TBWA Chiat/Day, had over the years explored dozens of themes to convey transmite the products image and typically found a way to sneak in the vodka package (see Exhibit 6). Agentia de pubblicitate la care Absolut a apelat mult timp,TBWA Chiat/Day, a incercat de-a lungul anilor o multime de teme pentru a transmite imaginea produsului si intr-un mod tipic s-a gasit calea de a fi tranpusa in ambalajul vodcii

Absolut was supported by extensive print advertising and a connection with art and avant-garde. Absolut a fost susinut de o extisa publicitate scrisa strans legata cu arta si avangarda. Over the years, Absolut had co-operated not only with painters and fashion designers, but with artists in all fields, including sculptors, crystal glass designers, photographers and jewelry designers. De-a lungul anilor Absolut a cooperat nu doar cu pictori si fashion designers si di cu artisti di toate domeniile inclusiv sculptori, designers de sticla cristal, fotografi creatori de bijuterii.

The first artist to depict the bottle was Andy Warhol in 1985. Other artists who had worked with Absolut were Keith Haring, Kenny Scharf, Edward Ruscha, Stephen Spouse, Julia Wachtel, Gervasio Gallardo, Oscar Marin, Yrj Edelmann, Helmut Newton, Holly Johnson, Agatha Ruiz de la Prada, Gianni Versace, John Galliano, Helmut Lang, Azzedine Alaia and many others. Clever positioning has turned Absolut

into both an occasion and a mass-market choice. Drew DeSarno, Marketing Manager for Absolut at Seagram Americas commented:11
Primul artist ales pentru a crea sticla a fost Andy Warhol n 1985. Ali artiti care au lucrat cu

Absolut au fost Keith Ali artiti care au lucrat cu Absolut au fost Keith Haring, Kenny Scharf, Edward Ruscha, Stephen Spouse, Julia Wachtel, Gervasio Gallardo, Oscar Marin, Yrj Edelmann, Helmut Newton, Holly Johnson, Agatha Ruiz de la Prada, Gianni Versace, John Galliano, Helmut Lang, Azzedine Alaia i muli alii.
Inteligenta de poziionare a transformat Absolut ntr-o ocazie i o alegere mass-market. Drew DeSarno, Manager de Marketing pentru Absolut la Seagram Americas commented:11

Absolut is a brand which is both inspirational and accessible. Absolut este un brand care este att inspiraional ct i accesibil. It has stayed true to its positioning and association with the finer things in life - art and fashion. Ea a ramas fidela poziionarii i asocierii ei cu cele mai fine lucruri n via arta i moda. The ubiquity of the advertising has made it an easy sell for bartenders or wait staff in any kind of restaurant - not just a whitetableclothestablishment. Ubicuitate publicitati a fcut s-o Vindem uor pentru barmani sau personalul de chelneri din orice fel de restaurant - nu doar pentru o unitate de fa de mas alb. The beauty of a large marketing investment is that the brand owner has spent millions of dollars and bought many years of consistent, quality advertising to create that association of quality and consistency in the consumers mind. Frumuseea unei mari investiii de marketing este c proprietarul de brand a cheltuit milioane de dolari i a cumprat mai muli ani de publicitate consistenta si calitativa, pentru a crea aceast asociere cu calitatea i consisten n mintea consumatorului. When someone orders vodka and tonic, vodka on the rocks or vodka and orange juice, it seems natural that Absolut rolls off the tongue because Absolut is a known commodity. The customer will either say yes or no, but there is no indecision. Cnd cineva comand votc i tonic, vodka on the rocks sau votc i suc de portocale, pare natural c Absolut alunec pe limb, deoarece Absolut este un produs cunoscut. Clientul va spune mai degrab da sau nu, dar nu exist nehotrre.

It's a safe recommendation for the bartender and the consumer. Absolut was also gaining ground in the outdoor format and on the internet. A three dimensional, 19by-49 foot billboard was installed in Manhattan, for example, showing a life-size studio apartment in the shape of the Absolut bottle with a living room, bathroom, TV, magazines on the coffee table and leftover Chinese food. Its outdoor budget was estimated at about US$1.4 million in 2000.

Until 2000 Absoluts visuals did not communicate any of Absoluts functional benefits, making it a follower in the crowd of new premium spirits that strongly emphasized advertising quality or heritage. Overall, Absolut spent more than US$35 million on media in 2000.

Pn n 2000 imaginile vizuale ale Absolut nu comunicau nici un beneficiu funcional al Absolut, facnd-o o iniiatoare n mulimea de buturi spirtoase new premium care a subliniat puternic calitatea i patimoniul publicitar. Caracteristic Absolut a cheltuit peste 35 milioane de dolari pe mass-media n 2000. Smirnoff12 Smirnoff was the world's number one international vodka and the most famous brand of Russian origin overall.13 The first Smirnov vodka was produced by Pyotr Smirnov who founded his distillery in 1860, and eventually became official purveyor to the imperial Russian court. The family lost control over the brand after the 1917 revolution when private ownership was abolished. As a result, a number of Russian vodka-makers emigrated, taking their skills and recipes with them. Familia a pierdut controlul asupra brand-ului dup Revoluia din 1917, cnd a fost abolit proprietatea privat. Ca rezultat, un numr de fabricani rui de votc au emigrat, lund cu ei abilitile i reete lor. One Smirnov family member revived his brand in Paris, using the French version of his family name Smirnoff. He and a Russian migr from the USA set up the first vodka distillery there in 1934. Un membru al familiei Smirnov a renviat brand-uln Paris, folosind versiunea francez a numelui su de familie - Smirnoff. El i un emigrant rus din SUA au instituit prima distilerie de vodca acolo din 1934. This was subsequently sold to a US drinks company Heublein. In 2000 the Smirnoff brand was controlled

by United Distillers and Vintners (UDV), a subsidiary of UK-based food and beverage giant Diageo PLC. After perestroika, Boris Smirnov, a descendant of Pyotr Smirnov, restarted local production in Russia of a famous vodka under the original Smirnov trademark, triggering legal battles with UDV.

Aceasta a fost vndut ulterior unei companii din SUA de buturi - Heublein. n 2000 brand-ul Smirnoff era controlat deUnited Distillers and Vintners (UDV)), o filial a UK -bazat pe produse alimentare i buturi gigantul Diageo PLC. Dup perestroika, Boris Smirnov, un descendent al Piotr Smirnov, a repornit producia local n Rusia a unei celebre votci sub marca original Smirnov, declannd lupte juridice cu UDV

For a long time Smirnoff was a reference brand for the vodka category in the USA. In the 1940s the brand was promoted as Smirnoff White whiskey. No taste. No smell. Pentru o lung perioad de timp Smirnoff a fost un brand de referin pentru categoria vodca n SUA. n anii 1940 brand-ul a fost promovat ca "whiskey Smirnoff alb. Nici un gust. Nici un miros". Celebrity ads of the 1960s created strong associations with the movie world: the brand was endorsed by famous people such as Buster Keaton and Woody Allen. Anunuri celebre din anii 1960 au creat puternice legaturi cu lumea filmului: brand-ul a fost aprobat de oameni celebri cum ar fi Buster Keaton i Woody Allen. The Smirnoff brand was featured in the first James Bond films. The effect is shattering ad campaign of the 1970s established the personality of the Smirnoff drinker individual, relaxed, rebellious and mysterious. Brand-ul Smirnoff a aprut n primul filmel al lui James Bond . "Efectul este zdrobitor" campania de publicitate din anii 1970 stabilit personalitatea butorului de Smirnoff- individualist, relaxat, rebel i misterios.

In the 90s the Pure Thrill marketing campaign won over 50 advertising awards including Cannes Golden Lion (see Exhibit 7). \ n anii 90 Pure Thrill campania de marketing a ctigat peste 50 de publicitate premii, inclusiv Cannes Golden Lion (a se vedea expunerea 7). Like other Russian brands, Smirnoff used a transparent bottle, attesting to the purity and authenticity of its vodka. However, in the

early 90s Smirnoffs sales were constantly in decline. Cu toate acestea, la nceputul anilor 90 vnzrile Smirnoff-ului au fost constant n scdere. Smirnoff tried to return to real brand values through its unpretentious quality campaign. This approach encouraged consumers to move away from some of the more faddish vodkas to brands with genuine heritage. Adherence to its roots had confirmed Smirnoff as the principal choice of vodka in the US. Smirnoff had three major line extensions: Red Label for the standard price segment, and Smirnoff Blue and Black Label for the premium and super-premium segments. To appeal to young drinkers, Smirnoff created pre-mixes such as Smirnoff Moscow Mule a combination of vodka, ginger beer and lime, launched in 1994 - and Smirnoff Ice - a blend of Smirnoff Red with a classic citrus flavor, launched in 1999. Smirnoff also sponsored films and large international student fashion competitions with the Smirnoff Designer of the Year award. Stoli14 Stolichnaya was the only major premium vodka in the US market that was actually produced in Russia. It had been distributed by Diageo for a long time, but in 2000 Allied Domecq PLC officially took control of the brand in the US. According to the brand communication, three key elements distinguished Stolichnaya from its competitors. It was distilled from superior winter wheat rather than lesser grains like corn; it was made from pure spring water rather than processed water; it was put through an elaborate double-distillation process that required quartz and activated charcoal filtration. The result was a vodka of spectacular smoothness and clarity that outshines all others when served straight in the Russian tradition. Despite the fact that the brand emphasized its Russian heritage, its positioning differed from that of Smirnoffs. While Smirnoff was linked to Czarist Russia, Stolichnaya used as endorsement Soviet avant-garde of the 1920s. Its Neo-Constructivist campaign was made by celebrated Soviet/Russian artists (see Exhibit 8). Moreover, the positioning of Stolichnaya in the USA was very different from its positioning in Russia. In Russia it was considered as a basic, standard brand, while in the USA it was taking a clear premium position. To overcome the pronunciation difficulties of English speakers, the brand often used the convenient name Stoli in its promotion materials. US ad spending for 2001 was envisioned at the level of US$20-25 million.