Question

Absolut Vodka's launch of its CUT brand in Australia is an example of which marketing approach? No media was used during the launch. Instead, the brand rented two major nightclubs and created a free entertainment spot for people to try the product and spread the word about the new brand to their friends.

1) Customer relationship marketing
2) Loyalty marketing
3) Experiential marketing
4) Marketing orientation

Answer 1

Absolut Vodka's nightclub event for the launch of its CUT brand in Australia is an example of experiential marketing, which focuses on creating a memorable experience to forge a personal connection with the product.

Step-by-step explanation:

Absolut Vodka's launch of its CUT brand in Australia without using traditional media, but instead by creating a memorable event at nightclubs, best aligns with the experiential marketing approach. This method focuses on creating an experience for the consumers that is both memorable and sharable. By renting out nightclubs and providing free entertainment spots for people to try the new product, Absolut Vodka aimed to create a personal connection with the product through a direct experience, hoping that happy consumers would then spread the word to friends. Experiential marketing is about connecting customers to brands in personally relevant and memorable ways, beyond traditional advertising methods that Naomi Klein critiqued in No Logo. Miller beer's use of synergistic advertising, with its billboards and halftime ads, also reflects the importance of consistent messaging across various advertising platforms.