New international campaign for Absolut to break this month
By Adnews Staff
V&S Absolut Spirits is preparing to break a new international campaign for Absolut vodka that will abandon the silhouetted bottle theme that has promoted the brand for the last 27 years. The new campaign consists of television, print and digital advertising using the tagline, “In an Absolut world.” The creative seeks to illustrate things that would be different in such as world. One print ad depicts a couple in which the man is pregnant. Another shows the billboards of Times Square being used to display works of art. A third depicts a politician whose nose has grown while giving a speech. TBWA\Chiat\Day produced the TV and print ads, while Great Works handled the digital media. The campaign will be released in Germany at the end of April and in the US in May. The roll-out will reach 12 other international markets later in 2007. The campaign will arrive in Canada in the fall. “In our new advertising campaign we invite consumers around the world to discuss current events and subjects that engage them,” said Ketil Eriksen, president of V&S Absolut Spirits. “We want to inspire people to discuss and to discover the visionary within them. The campaign is the next step in the development of our strong brand and the beginning of a new era in the marketing of Absolut vodka.”