When Absolut entered the
Why in the world would a company, with one of the most iconic print campaigns throughout advertising history based on various iterations of their distinct bottle, want to change their advertising strategy after having established an almost cult-like following?
According to Ian Crystal, Absolut's brand director, the vodka maker had been declining in the
But the past decade or so has seen an explosion of far-pricier brands such as Grey Goose, Belvedere, Chopin and others that have essentially relegated Absolut to midshelf status.
Enter "In an Absolut World". Spots on cable TV -- the brand's first major push into the medium -- depicted police fending off pillow-wielding rioters in an "Absolut World." Print ads showed
The "In an Absolut World" theme also ran worldwide: Visitors to
According to the company, global case shipments jumped 9%, and Absolut gained market share in the crowded and increasingly competitive
Absolut wouldn't divulge details about 2008 plans, but said the campaign's executions would get "bigger and bolder."
Could we have the makings of yet another iconic campaign from the Vodka maker?