ABSOLUT KICKS OLD CAMPAIGN TO THE CURB

It’s not often that we write about Absolut on any subject other than speculation surrounding its imminent acquisition, but here we go. As most of you likely know, Absolut has put its old “Absolutely Perfection” campaign to bed in exchange for a more updated advertising initiative.

Faced with a whole host of new super-premium and premium vodka brands, Absolut has switched to a new campaign entitled “In an Absolut World” that portrays a world as idyllic as Absolut vodka. Absolut plans to move beyond print advertising to incorporate digital, outdoor and TV as well in hopes that a fresh ad campaign will help bring in new consumers. In addition, Absolut will offer annual flavors that include this summer’s offering, Absolut New Orleans.

Jeremy Mullman at Adage.com has a great article if you are looking for some more in-depth coverage of Absolut’s new marketing initiative.