1978年,当瑞典的绝对伏特加进入美国市场时,人们都认定绝对伏特加“绝对”失败,因为伏特加历来是俄国的囊中之物。市场调查也显示,人们都觉得绝对伏特加的瓶子形状比较丑陋,瓶颈太短,难以倒取,瓶贴也太单一,使整个瓶子显得过于透明……总之,几乎所有的人都认定等待绝对伏特加的只有死路一条。然而,伏特加的美国代理公司却坚信,只要有正确的策略就可以把绝对伏特加做成一个成功的品牌。 In 1978, when Sweden’s Absolute Vodka entered the American market, people alleged that Absolut Vodka had “absolutely” failed, because Vodka has always been Russia’s bag. The market survey also showed that people feel that the absolute vodka bottle shape is ugly, the bottleneck is too short, it is difficult to pour, the bottle sticker is too single, so that the entire bottle is too transparent ... In short, almost all people believe that waiting for absolute vodka Only a dead end. However, Vodka’s US agency is convinced that Absolut Vodka can be a successful brand with the right strategy.