NEW YORK: Absolut is building on its latest flavored vodka advertising campaign with research on where each flavor is most popular.
The advertising campaign highlights the different personalities of Absolut's seven flavored vodkas. The US division of the spirit company is working with an undisclosed research firm and a flavor-and-scent firm to determine buying and drinking habits in New York, Los Angeles, Atlanta, Dallas, Seattle, and Chicago, according to Jeffrey Moran, director of PR, events, and sponsorship. Absolut is currently having sales reps and brand ambassadors inquire at bars, restaurants, and clubs. Moran said the research should be completed within the next three weeks.
"The goal is to bring a little more life to the advertising campaign and to help consumers find their [favorite] flavors," Moran said.
The agency will then promote the results to the local media in those cities, aided by Ketchum. Moran said that the company would also heavily pitch online publications, conceding that was where they were most likely to reach the young adult, 21+ demographic.
Moran said the company already has some information about the geographical popularity of flavors, such as Peppar in Texas and Mandarin in the South, but wanted to use the research to "dig deeper into those preconceptions to give them more validity."
Moran said the company also expected to hire someone from the flavor-and-scent firm to speak to the media about why tastes may differ depending on a number of factors, including location, date and time of day, or the environment.
It also has set up a poll on the website where consumers are asked questions to determine what flavor best embodies their personality.