Abstracts » Business, international

Experience this

Article Abstract:

The depth of online branding for vodka can be gleaned through the Web sites of vodka makers Skyy Vodka, Pierre Smirnoff Co and Absolut Vodka. Skyy has a very flat Web site, with too much information on the person who invented vodka. Recipes for martini is available but the merchandise on its catalog page cannot be bought online. Smirnoff has a visually dynamic site, with a cross promotion for the James Bond movie 'Tomorrow Never Dies.' The best site belongs to Absolut, which offers consumers a memorable online experience. Three of the world's top disk jockeys created the site's sound and image interactivity.

Bottled Vodka, Absolut Vodka, Vodka, Skyy Spirits L.L.C.

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The Maxi Dry martini

Article Abstract:

Republic was forced to adopt an off-the-wall campaign for the Maxi Dry gin brand. There was also no research market research to guide Republic on the consumer group that was drinking the gin, forcing the Montreal ad agency to focus on university students as the niche market. Republic also targeted university publications as the medium for the ads, since the message had to be straightforward and honest. The graphics on the ads also had to be direct and simple, with the ugly label being covered by a hand.

Strategy & planning, Advertising Agencies, Use of materials & supplies, Mosaiq Spirits, The Republik North Carolina

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An "anti-advertising" campaign for Maxi Dry Gin

Article Abstract:

Republik Advertising has created an 'anti-advertising' campaign for Maxi Dry Gin that makes fun of the liquor's ugly packaging and low cost. The ad agency believes that the campaign will boost Maxi Dry Gin's declining sales among university students. Maxi Dry Gin, which was acquired by Mosaiq Spirits from Seagram, has seen its sales lag behind Tanqueray and Beefeater. The ads will run in the student newspapers of Montreal's four universities until early Dec 2000.

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