ABSOLUT rolls out inspirational new global campaign



    Invites people to imagine what life could be like 'In an ABSOLUT World'

    TORONTO, Oct. 18 /CNW/ - Fine art adorning the billboards in Times
Square? A lunar disco ball? This is what life could be like, according to
ABSOLUT Vodka's new global advertising campaign. Entitled 'In an ABSOLUT
World,' the campaign uses compelling imagery that invites people to open their
minds and imagine new possibilities.
    "'In an ABSOLUT World' is a humorous and thought-provoking campaign about
what an ABSOLUT world might look like - from ABSOLUT's perspective, of
course," says Ketil Eriksen, President V&S ABSOLUT Spirits. "With this
campaign, ABSOLUT Vodka wants to be a conversation starter for both universal
and everyday subjects, as well as challenge consumers to express their own
visions of the world."
    The inspirational new campaign replaces ABSOLUT Vodka's iconic
bottle-focused platform that spanned 27 years and still ranks as one of the
world's most successful advertising campaigns. 'In an ABSOLUT World,' only the
second campaign in the vodka maker's history, continues to play with the brand
name. It illustrates a whimsical, imagined ABSOLUT world where the moon turns
into a disco ball at night, men could have babies, and there would be no
global warming.
    "In the 1980s, we were pioneers in our field when we integrated art and
fashion with advertising," says Eriksen. "Our new campaign, 'In an ABSOLUT
World,' is expanding boundaries once again. We want to inspire people to
discuss and to discover the visionary within them."
    "We are rolling out a very exciting launch here in Canada this fall,"
says ABSOLUT Canadian Brand Manager Ginny Homewood. "Randomly-chosen nightclub
patrons will experience a night out in VIP style at some of the most popular
entertainment hotspots across the country, and get a glimpse into life 'In an
ABSOLUT World.' In Canada, the launch also includes a newspaper containing
only good news, such as the announcement of shorter workweeks and the launch
of a new zero-emission aircraft.
    As a part of the global campaign, ABSOLUT is also turning its website
into a great community where visionaries and online users from around the
world can share and discuss their visions of an ABSOLUT world. At absolut.com
consumers can create and upload images, films, words and sounds, create
personal profiles, and browse, rate, comment or even develop the visions of
others.
    'In an ABSOLUT World' was developed in partnership with the company's
advertising agency TBWA\Chiat\Day for TV and print ads, and Great Works for
digital media. The campaign has launched in television, print and digital
media.

    V&S Absolut Spirits, a business area within V&S Group, is the brand owner
and producer of ABSOLUT VODKA, ABSOLUT PEPPAR, ABSOLUT CITRON, ABSOLUT KURANT,
ABSOLUT MANDRIN, ABSOLUT VANILIA, ABSOLUT RASPBERRI, ABSOLUT APEACH, ABSOLUT
RUBY RED, ABSOLUT PEARS and Level Vodka. ABSOLUT is the third largest
international spirit in the world and is available in 126 markets. ABSOLUT
VODKA and Level Vodka are made at the distilleries near Ahus, Sweden. The head
office is in Stockholm. Absolut.com levelvodka.com





For further information:

For further information: interviews or to receive your copy of the In an
ABSOLUT World good news paper, please contact: Laura Cochrane, LexPR Canada,
(416) 542-9140 x3361, lcochrane@lexpr.com; Sherry Lawlor, LexPR Canada, (416)
542-9140 x3366, slawlor@lexpr.com

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