ABSOLUT BEGINS HOLIDAY CAMPAIGN
By Adnews Staff
Toronto-based Maxxium Canada, distributor of Absolut Vodka, has begun a holiday campaign created by TBWA\Chiat\Day. An illuminated billboard has been installed at the corner of King St. and Spadina Ave. in Toronto. The creative, called "Absolut Ritual," shows a tangled pile of Christmas tree lights in the shape of an Absolut bottle. Magazine ads and in-store backer cards displaying the same creative will be used throughout English Canada until the end of the year. In Ontario, free wrapping paper displaying a collection of past Absolut holiday ads will be distributed through LCBO stores beginning Dec. 13. In Quebec, billboards will carry an ad called "Absolut Banc de Neige." Backer cards and column posters will show an ad called "Absolut Unique," which depicts a snowflake made of vodka bottle shapes. "We knew we had to make a big, bold statement with this campaign," said Maxxium Canada's national marketing manager, Holly Wyatt. "Our target audience is inundated with too many messages at this time of year and we needed to rise above the clutter in order to get their attention."