It all started with “Absolut Perfection” in 1980… After a while, the brand was going global and started local campaigns everywhere to connect local consumers. Great way to position Absolut as a “Glocal” brand.
They executed campaigns all around the world with landmarks or statements that connected local people with the brand and their own places. Bogota’s case is great! (No landmark, but by that time, Bogota’s slogan was “2600 meters closer to the stars” (The city is located 2600 meters above sea level).
Lovely way to execute geographically based marketing!