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April 28, 2005
Absolut dumps ads for word of mouth
Beer and spirits companies in Australia are eschewing traditional big-budget advertising campaigns in launching new products. Instead they are using word-of-mouth strategies.
Link: Word-of-mouth campaign a Cut above the rest
Other blogs that reference Absolut dumps ads for word of mouth :
» A Tipping Point for Word of Mouth Marketing? from Splintered Channels
Over at Church of the Customer, Jackie Huba notes some interesting press on the launch of a major brand campaign in Australia. Absolut Vodka has introduced a [Read More]
» Vodka selling by word-of-mouth from Johnnie Moore's Weblog
Jackie Huba found this article: A cut above from the Sydney Morning Herald. To launch its new Vodka brand in Australia, Absolut have ditched conventional advertising in favour of word-of-mouth.Absolut has taken out a short lease on two pubs -... [Read More]
They probably got the idea from New Zealand's own Vodka, 42 Below. 42 Below took on international markets by employing evangelists - or as they called them, street preachers - to influence the most important people in each market: the bartenders. I have a case study if anyone's interested!
