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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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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