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Absolut ad airs during the Grammy’s

Absolut ad airs during the Grammy’s. Melissa Snelling Sarah Lee Sarah Smalley. Background. From 1948-1996 no liquor ads were shown on any TV station or network Liquor ads usually don’t air on network TV but focus on cable shows such as Bravo, Spike, TBS, FX, Comedy Central, E!, USA

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Absolut ad airs during the Grammy’s

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  1. Absolut ad airs during the Grammy’s Melissa Snelling Sarah Lee Sarah Smalley

  2. Background • From 1948-1996 no liquor ads were shown on any TV station or network • Liquor ads usually don’t air on network TV but focus on cable shows such as Bravo, Spike, TBS, FX, Comedy Central, E!, USA • NBC was the first broadcast station to air a liquor commercial in 2001 • Smirnoff commercial during Saturday Night Live • Ended because of the complaints • Absolut aired its first TV commercial in 2002 • Spends 30-40% of ad budget on TV commercials

  3. Absolut Commercial • 30 second TV commercial during the Grammy’s on CBS • Reached 31% of all TV households • Music is a leading interest among 21-24 year olds • Absolut’s main target market • Liquor usually doesn’t advertise on ABC, CBS, NBC or FOX • First liquor commercial on a CBS owned TV station and first time one aired during the Grammy’s

  4. In an Absolut World • Absolut’s new campaign features the saying “In an Absolut World” • Sponsored Kanye West’s “glow in the dark tour” and featured him in some commercials • “Hugs” • Shows what the world would be like if instead of currency we used acts of kindness • Music by Louis Armstrong • Continues to air on broadcast and cable TV

  5. Controversy • 70% adult viewership required & after 10pm • TV is arguably the most powerful advertising medium because so many young people can be reached through TV • Grammy’s featured artists aimed at a younger crowd • Taylor Swift, Miley Cyrus, Jonas Brothers • The ad ran after they had all already performed • Do you think it’s okay to air liquor commercials on TV?

  6. References • Martini Groove. February 9, 2009. Absolut’s Grammy Commercial. • http://martini-lounge.blogspot.com/2009/02/absoluts-grammy-commercial.html • Wine and Spirits Daily. February 9, 2009. Absolut Ad Airs During Grammy’s. • http://www.winespiritsdaily.com/2009/02/absolut-ad-airs-during-grammys.html • CNBC. February 9, 2009. Absolut Breakthrough: CBS Allows Spirits Ad During Grammy’s. • http://www.cnbc.com/id/29106962 • The New York Times. February 9, 2009. More Liquor Ads Pour Onto Broadcast TV. • http://tvdecoder.blogs.nytimes.com/2009/02/09/more-liquor-ads-pour-onto-broadcast-tv/ • YouTube. In an Absolute World Pillows. • http://www.youtube.com/watch?v=jSbb9U6GPXE • YouTube. In An Absolut World By Kanye West. • http://www.youtube.com/watch?v=YoeU9z_t-8A • YouTube. Absolut’s World Channel. • http://www.youtube.com/user/ABSOLUTworld

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