Absolut Advertises Online

Share this article:
Swedish liquor marketer Absolut Co., known for the creative print ads themed around its vodka bottle, is testing the Internet with a four-month online ad campaign on StarMedia.com targeting Latin America and the United States.


Costing under $100,000, the image-building effort seeks to raise the profile of Absolut Vodka among young Latin American consumers who are on the Internet through StarMedia, the region's leading Spanish- and Portuguese-language online portal.


"This is the first time that we're advertising on the Internet [and] it's also a kind of test to see what we can do there," said Ann Stokes, communications manager at Absolut, Stockholm.


The campaign kicked off this month with three animated figures comprising images of the famed Absolut bottle. These images move vertically and horizontally over five- to 10-second intervals across the music, travel, postcards and entertainment channels on StarMedia. There are plans for 10 such spots.


Intended to entertain and arouse curiosity, the animations create higher-level HTML layers that are programmed to appear randomly on the computer screens of Internet users. This way, users will rarely see the same animation twice on their screen per online session. Users cannot click on the animations.


Conceived by Absolut's Puerto Rican ad agency, JMD, the effort's technology and execution was courtesy of StarMedia.


"Through extensive user research we can target the particular users that Absolut is trying to reach," said Adriana Kampfner, senior vice president of sales and strategy at StarMedia Network Inc., which claims many Internet users ages 18 to 34.
Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

IAB Tech Lab to Set Global Digital Marketing Standards

IAB Tech Lab to Set Global Digital Marketing ...

In looking to solve complex tech issues, the association opens up full membership to agencies and solutions providers.

Integration Meets Innovation in Planters' Digital Campaign

Integration Meets Innovation in Planters' Digital Campaign

The snacks brand found a healthy way to navigate today's world of digital marketing saturation.

USA Today Decides to Play Games for Real

USA Today Decides to Play Games for Real

It partners with game-maker Arkadium to add 60 new digital games to its site, offering advertisers more segmented breakdowns of players.