Absolut variant launch starts innovation wave
By Nicola Clark, marketingmagazine.co.uk, Wednesday, 02 February 2011 09:30AM
Pernod Ricard is launching a coffee-and-almond variant of its vodka brand Absolut, as part of a wider innovation drive across the company.
Unveiled last week in Paris, Absolut Watkins has been devised in partnership with Swedish illustrator and artist Liselotte Watkins. The blend will roll out exclusively to duty-free outlets this month.
Absolut will also be introducing a Wild Tea variant, initially only in Chicago, before launching it internationally.
In addition, Absolut will be making a second attempt to conquer the super-premium vodka market with the launch of Absolut Elyx.
Absolut already offers a high-end vodka named Level, which makes minimal reference to the Absolut brand. Thierry Billot, managing director of brands at Pernod Ricard, confirmed that this would now be 'phased out' as Absolut Elyx entered its 'test phase'.
The launch of Absolut Elyx follows Pernod Ricard's roll-out of Chivas Regal 25 Year Old, a premium whisky costing $300 (£188) a bottle. It has also introduced Beefeater 24, a premium gin offering, and L'Or de Jean Martell, a high-end Cognac.
Other innovations planned by Pernod Ricard in 2011 include a fresh look for its flagship anis brand Ricard (see Marketing moment, below). In addition, global advertising and marketing initiatives are being rolled out for Havana Club and Kahlua.
The group is undertaking a drive to reinforce the premium positioning of its brands despite the downturn. Pernod Ricard has also reaffirmed a continued commitment to 'creative collaboration' across its products, packaging and marketing communications.
At the start of the downturn two years ago, the group decided to respond by investing in its brands, Billot explained. 'We asked ourselves whether we should cut the price when it has taken so long to build our brands, but we decided to protect the equity of our brands and continue to invest in innovation,' he said.
Product development is also scheduled for Pernod Ricard's Absolut, Malibu, Jameson and Jacob's Creek brands over for the next 12 months.
This article was first published on marketingmagazine.co.uk
- Senior Marketing Manager Cutis Developments £50,000 - £60,000 per annum , Victoria, London (Greater)
- CREATIVE DESIGNER - EXPERIENTIAL AGENCY Live Recruitment Negotiable, City of London
- Senior Digital Director Stopgap £60000 - £70000 per annum, Slough
- Senior Account Manager - Integrated Creative Agency Spectrum 360 Recruitment £36k - £39k, London (Central), London (Greater)
- Junior Recruitment Consultant Ball & Hoolahan £35,000 per annum, London (Central), London (Greater)
- Tesco moves £90m media account to MediaCom
- Viacom pulls plug on C5 sales: more than 90 jobs to go
- Battersea's digital dog 'follows' shoppers in outdoor campaign
- Lego launches Facebook campaign that asks kids to create a kronkiwongi
- Pedigree launches global 'feed the good' campaign with BBDO
- Twitter hunts for UK agencies