SEAGRAM TOASTING ABSOLUT MANDRIN
By Adnews Staff
Montreal-based Seagram Canada has added a fourth flavor to its line of Absolut flavored vodkas called Absolut Mandrin. Beginning in June, the mandarin orange vodka will be available in liquor stores and licensed establishments across Canada. The Canadian launch follows the vodka's U.S. launch in the fall of 1999. The new flavor joins the existing products of the Absolut line: Absolut Original, Absolut Citron, Absolut Peppar and Absolut Kurant. Absolut Mandrin is being distributed in frosted glass bottles with an orange tint. The advertising campaign for the new flavor was plays on the bottle's orange glow. The campaign, from New York-based TBWA Chiat/Day depicts a UFO sighting and arrival, where UFO stands for unidentified flying orange. Ads will run in magazines, on radio and on billboards this summer. PR for Absolut Mandrin is being handled by Strategic Objectives of Toronto.