1. Melissa Snelling Sarah Lee Sarah Smalley

2.  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.  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.  Absolut’s new campaign features the saying “In an Absolut World”“In an Absolut World”  Sponsored Kanye West’s “glow in the dark tour” and featured him in some commercialsKanye West’s  “Hugs” “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.  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.  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