"In an ABSOLUT world" ABSOLUT launches new global campaign



    TORONTO, April 27 /CNW/ - ABSOLUT, the leading international premium
vodka brand, presents a new global campaign. "In an ABSOLUT world" is an
inspiring, humorous, thought-provoking integrated campaign about what an
ABSOLUT world might look like. With the new campaign, ABSOLUT VODKA hopes to
initiate a discussion about both universal and everyday subjects, as well as
challenge consumers to express their own visions of the world.
    "In our new advertising campaign, "In an ABSOLUT world," we invite
consumers around the world to discuss current events and subjects that engage
them. The communication concept for ABSOLUT VODKA has received many awards and
much acclaim over the years and today it's legendary. In the 1980s, we were
pioneers in our field when we integrated art and fashion with advertising. Our
groundbreaking 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," says Ketil Eriksen, President, V&S Absolut Spirits.
    "In an ABSOLUT world" has been developed together with the advertising
agency TBWA\Chiat\Day for TV and print ads, and Great Works for digital media.
    "The campaign is the next step in the development of our strong 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 and continue to
attract consumers to ABSOLUT," says Ketil Eriksen.
    The "In an ABSOLUT world" campaign will be launched in the spring/summer
of 2007, beginning with Germany at the end of April and the US in May. The
campaign will be launched on the 12 other ABSOLUT VODKA focus markets later in
2007. The campaign will launch in Canada in the fall of 2007. The campaign
will be available in TV, printed and digital media.
    For more information and pictures from the campaign, please visit:
www.absolut.com/press.

    
    Notes to the editor:

    -   By playing with the double connotation of the word absolute, In an
        ABSOLUT world connects the quality of the brand to the vision of the
        absolute world.

    -   The TV commercial In an ABSOLUT world was created by TBWA in Paris
        and shot in Johannesburg, South Africa. It was directed by Adrian De
        Sa Garces. Creative director was Sébastien Vacherot.

    -   Visuals from the In an ABSOLUT world TV commercials and the US print
        ads are available on absolut.com/press. Here you can see the Times
        Square ad; media clutter would be the means to share the world's
        artistic treasures with everyone, the Politician ad; government
        transparency realized and Pregnant Man ad; the burdens of procreation
        would be a little more equal. There is also an American TV commercial
        depicting a higher form of conflict resolution. Visions that can only
        happen in an ABSOLUT World.
    





For further information:

For further information: Laura Cochrane, LexPR Canada, (416) 542-9140 x
3361, lcochrane@lexpr.com

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