Absolut has huge variations in the Vodka they sell, from unique packaging to unique flavours for every occasion. They’re constantly innovating. Their latest mission? They are looking for people who are proud of who they are. This targets are huge demographic, most of which have a high standard of living and are ready to spend a lot of money if they feel it’s important to make a strong statement.
311,000 Absolut Color bottles begin hitting shelves in May, ensuring anyone who wants to “celebrate the rainbow flag and the LBGT movement” can!
“The rainbow flag colors and the chapters in The ABSOLUT COLORS Cocktail Collection are purple, blue, green, yellow, orange and red,” Brand News explains. “The colors stand for spirit, serenity, nature, sunlight, healing and life.
“Over the last 25 years, ABSOLUT has invested more than $20 million into the LGBT community, with some of those marketing dollars supporting LGBT organizations and events such as the GLAAD Media Awards, the 25th anniversary of the rainbow flag and the Gay Games. ABSOLUT also has supported various gay and lesbian community centers, film festivals and pride parades.”
Consumers of Absolut Colors will likely be confident and be comfortable with their individuality as well as the diversity of others. Promoting personal pride is a good way to gain the loyalty of consumers, and again, it show’s the companies Absolut dedication to creativity.
Juan Carlos Bonilla — June 5, 2008 — Business
References: press.absolut & brandnews.ua