Absolut’s global VP on why brands must be ‘built on values’ not just driving sales
Absolut’s ‘Born to Mix’ values of creativity and championing difference make it more meaningful as a brand, and, therefore, drive sustainable growth in the long term, says the vodka brand’s global VP of marketing.
Brands must “stand for something” if they want to drive sustainable long-term growth, says Absolut’s global vice-president of marketing.
The vodka brand’s philosophy and values are encapsulated as ‘Born to Mix’. The phrase has a double meaning in that it reflects the way most consumers drink the product itself, as part of a mixed drink, and represents its wider philosophy around celebrating diversity and the mixing of people.
“[Born to Mix] starts from a very simple product truth, and then it transcends into a larger brand philosophy,” Absolut’s Deb Dasgupta tells Marketing Week, adding that the values touch everything the brand does.
