SWEDEN. “Inspiring, humorous and thought-provoking” is how Absolut Vodka describes its new integrated global advertising campaign, “In an Absolut world”.
Looking at how an “Absolut world” might be, the campaign aims to “initiate a discussion about both universal and everyday subjects, as well as challenge consumers to express their own visions of the world”.
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The campaign aims to challenge consumers’ vision of the world – (left) ‘The Politician’; (right) ‘The Pregnant Man’ | |
V&S Absolut Spirits President Ketil Eriksen explained: “In our new advertising campaign, “˜In an Absolut world,’ we invite consumers around the world to discuss current events and subjects that engage them. The communication concept for Absolut Vodka has received many awards and much acclaim over the years and today it’s legendary.
“In the 1980s we were pioneers in our field when we integrated art and fashion with advertising. Our groundbreaking new campaign, “˜In an Absolut world,’ is expanding boundaries once again. We want to inspire people to discuss and to discover the visionary within them.”
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The Times Square advertisement hints at a world where artistic treasures would be shared with everyone |
The campaign is being launched in the Spring/Summer of 2007, beginning with Germany and the US in May, and in the 12 other Absolut Vodka focus markets later in 2007 and 2008. The campaign will be available in television, printed and digital media.
“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,” added Eriksen. “Our goal is to use all the communication opportunities of the 21st Century and continue to attract consumers to Absolut.”
The new campaign was developed together with the advertising agency TBWA/Chiat Day for television and print ads, and with Great Works for digital media.
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