Source: Cavcon PR
Date: 19 March 2008

ABSOLUT vodka, the leading international premium vodka brand, is developing its legendary advertising with the launch of a new ground breaking marketing concept titled ‘In An ABSOLUT World’.

Since 1981 ABSOLUT vodka has commented and paid tribute to contemporary culture. Their multi award winning campaign has, to date, largely focused on the print format, and whether they were ‘product ads’ - which championed the brand’s clarity, purity and simplicity - or ‘culture ads’, such as the famous cities campaign which cheekily celebrated an intrinsic quality of a capital city from around the world, the bottle was always the star.

“With the new campaign we’re expanding the boundaries by opening up for discussion both universal and local matters which might affect us daily”, said Clare Dunstan, ABSOLUT brand manager, Australia. “Our consumers are intelligent, and we believe the gut reaction to this new campaign will spark conversation and challenge them to think about their vision of an ABSOLUT World”, she added.

Stage One of the ‘In An ABSOLUT World’ campaign here in Australia will be supported by a groundbreaking and truly interactive online campaign. At www.inanabsolutworld.com.au ABSOLUT will present five bold and optimistic visions of a more inspiring and desirable life. Visitors to the site can vote for his or her favourite vision, with the most popular to be brought to life by the ABSOLUT team in Australia in mid 2008 via a live outdoor ‘spectacular’ or series of events.