Word: absolutism
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...interaction with consumers, and it's easy to see why: the results are immediate and measurable. "For the advertiser, it really turns out-of-home into a direct-response mechanism," says Alasdair Scott of Filter in London, the firm that developed BlueCasting, the Bluetooth-based system used in the Absolut campaign. The rock band Coldplay used BlueCasting last summer to launch its album X&Y. During a two-week period, 20,000 people downloaded video clips and sample tracks directly from posters in London's main rail terminals. Fifty bus-shelter ads in Britain for the movie Alien vs. Predator...
...Reilly, Lamar's president and COO. Reilly plans to put up 200 of those smart boards before the end of the year. "This is truly the next revolution in out-of-home advertising," says Larry Steiner, vice president of development for Van Wagner, which owns the sign running the Absolut campaign...
...blue chip to help deflect acquisition costs is Pernod Ricard's recent $120 million deal with SPI Group to extend its U.S. distribution rights for Stolichnaya--second to Absolut vodka in the U.S. and second globally--to the rest of the world. "Good for them," says New York City--based industry expert Steven Olson, whose clients include Diageo. "Owning a brand is one thing, but what are you owning? Distribution of Stoli will be far more profitable than owning Grey Goose [bought by Bacardi for $2 billion]. It's a much smarter move...
...only Grey Goose has managed to achieve that status, which is why it sold 1.4 million cases in the U.S. last year--and is projected to sell 28% more than that this year. Absolut is still the most popular vodka brand in the U.S., selling 4.5 million cases annually, but it stopped growing at about the time Grey Goose and its peers took flight. Spirits-industry analysts say that's why privately owned Bacardi recently bought Grey Goose for $2 billion: it wanted to have a hit superpremium vodka in its stable before floating an initial public offering...
Well, maybe not. We move to Uno’s with the hopes of having drinks and dessert and then more drinks at the bar downstairs. The restaurant has lots of fun cocktails like Absolut Appletinis and Grape Crushes. While we’re trying to decide what to order, I think to ask the waiter, “Can we use Crimson Cash at the bar downstairs...