A new global campaign? Absolut-ly

15 June, 2007

Absolut has launched a global ad campaign that includes TV, print and online ads.

Running with the strapline In an Absolut World , the campaign will invite consumers to discuss current events and subjects that engage them, according to a spokesman.

It will initially launch

in Germany and the US, followed by the UK and 11 other markets by the end of the year.

Ketil Eriksen, president of V&S Absolut Spirits, said: "This is the next step in the development of our brand and the beginning of a new era in the marketing of Absolut vodka. Our goal is to use all the communication opportunities of the 21st century to attract consumers to Absolut."

Grapefruit-flavoured Absolut Ruby Red was the ninth member of the Absolut vodka family to be added in April.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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