Inclusivity keeps brands in the pink

Kempe-Forsberg, Eva
May 2006
Brand Strategy;May2006, Issue 202, p10
Trade Publication
The article describes the marketing strategy used by Absolut Vodka. According to the author, the company's inclusive communication has contributed to the brand's positive marketing environment. Proof to that is the awards given to the company for its effective marketing management. Company marketing executives identify the gay community as one of its prime customers. So, they decided to create a specialized advertising campaign for this group.


Related Articles

  • Absolut to take 'interactive' approach to global marketing. Joseph, Sebastian // Marketing Week (Online Edition);9/9/2013, p1 

    The article discusses the launch of the Transform Today brand platform of Absolut on September 9, 2013. The platform aims to transform the vodka as an interactive brand through collaborations between the artists and fans by making music tracks and outdoor installations. Meanwhile, the revamped...

  • Work Absolut Vodka.  // Advertising Age;3/17/2003, Vol. 74 Issue 11, p14 

    The article examines Absolut Vodka's cinema advertisement that portrays a Bollywood theme in 2003. Key issues discussed in the article include a description of the cinema advertisement, the creative credits for the advertising campaign and international territories where the advertisement will...

  • Sales force involvement critical to promotions. McCann, Thomas // Marketing News;3/19/1990, Vol. 24 Issue 6, p9 

    The article deals with the importance of the sales force in a successful implementation of sales promotion. An example of the major role played by the sales force in sales promotion is the Budweiser Pick-A-Pair promotion in which the company offers strong price considerations with the support of...

  • An Exploratory Analysis of Customer Engagement with Mobile Channels of Communication. Nasco, Suzanne Atobello; Coker, Kesha K. // Society for Marketing Advances Proceedings;Nov2012, p162 

    The mobile channel is expected to facilitate customer engagement. However, little is known about mobile customer engagement (MCE). To address this gap, we conduct an exploratory analysis of MCE with mobile phones. Findings suggest a multidimensional MCE construct with emotional and...

  • 2 MACRO-ACCESSIBILITY IN KAZAKHSTAN: 2.3 MARKETING STRATEGIES.  // Kazakhstan Economic Studies;2007, p19 

    The third section of Chapter 2 of the report "Executive Report on Strategies in Kazakhstan" is presented. It discusses marketing strategies and other related issues in Ethiopia which greatly impact its economic development. These include pricing issues, franchising activities, creating a sales...

  • Pharma marketing requires systems-based, unified approach.  // Marketing News;2/1/2005, Vol. 39 Issue 2, p70 

    Presents an excerpt from the article "Systems Marketing," by John Singer. Background on the concept of systems marketing; Types of companies which would benefit from systems marketing.

  • Global Success Depends on Local Freedom. VAN BERGEN, KAREN // Marketing News;Mar2013, Vol. 47 Issue 3, p24 

    The article focuses on how the global success of marketing strategies depends on the success of local campaigns. Topics include the increase in global presence through local markets, the difficulty in becoming a global brand in 2013, and the strategies used in global branding. Information is...

  • Marketing Strategies for the Wire & Cable Industry. Cappello, Joe // Wire & Cable Technology International;Jan/Feb2011, Vol. 39 Issue 1, p28 

    The article presents the lesson of a story that depicts two children named Mike and Pete who decided to sell lemonade, wherein the latter became successful. It states that the success of Pete was due to the advertisement that they used to promote their business. According to the author, Pete...

  • How to Sell a Strange Idea. Anderson, Mae // Adweek Eastern Edition;7/14/2003, Vol. 44 Issue 28, p22 

    The article presents stories about four-winning campaigns that focus from sex to violence to just plain weirdness. Behind each of these campaigns is a strong creative vision, but behind that, there's a receptive client willing to veer from the tried and true. For example, the shop that won 2003...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics