Absolut Vodka is preparing to embark on a major brand push in the UK as it shifts its focus from targeted experiential and events-based marketing.
The Vin & Sprit (V&S) owned Swedish premium spirit brand is plotting a return to print-based advertising in the UK following a two-year absence.
The campaign is likely to comprise its first TV advertising for the brand in the UK.
The move comes as V&S gears up for a possible takeover, after the Swedish Government last week confirmed it would sell the business following 90 years of state ownership.
A V&S spokesman says print has traditionally been the dominant medium used by the brand, with Greece the only European country to have aired any TV advertising campaigns. However, he adds the company is “open to looking at TV advertising” to promote its flagship vodka brand in the UK.
The move would represent a shift away from its existing branding strategy. “In the UK it has been more a case of experimentation over the past two years with the use of niche media vehicles including online and PR activities,” the spokesman says.
Creative work for the brand is handled by TBWA with media planning and buying through OMD. Great Works handles the global interactive media account.
The brand made its TV debut in the US in 2004 with a campaign to support the launch of its first super-premium product, called Level, backed by an estimated $10m (£5.2m) investment, coupled with print, PR, event marketing and online activity.
Premium wines and spirits brand sales and distributor Maxxium is responsible for the sales, marketing and distribution of the product in most major markets outside the US including the UK.