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Absolut Cans Bottle Ads, Sees Sales Soar

Iconic campaign dumped after high-end vodkas steal brand's thunder

By Rob Quinn,  Newser Staff

Posted Feb 19, 2008 10:55 AM CST

(Newser) – Absolut is selling a lot more vodka now that it's dumped one of the world's best-known ad campaigns, Advertising Age reports. The Swedish brand and its arty ads featuring the iconic bottle had been a big hit since entering the US market in 1979, but sales were flat before the launch of the "Absolut World" campaign last year. Now global shipments have spiked 9%.

Absolut is also gobbling up more market share in the US, where it trails only Smirnoff in sales and has tussled with a host of upstart high-end competitors in recent years. The creative director of Absolut's ad agency said it was tough to make the change, which was initially viewed as heretical, "but consumers really needed to see something fresh."

One of the many ads from the Absolut's famous campaign.
One of the many ads from the Absolut's famous campaign.   ((c) coolz0r)
This photo made available Tuesday July 17, 2007 by Absolut Vodka shows a new advertisement for Absolut New Orleans. (AP Photo/Absolut Vodka)
This photo made available Tuesday July 17, 2007 by Absolut Vodka shows a new advertisement for Absolut New Orleans. (AP Photo/Absolut Vodka)   (Associated Press)
In an Absolut World illustrates a bold and optimistic reality. Here, Times Square is pictured with iconic works of art in lieu of advertising. (PRNewsFoto/Absolut Spirits Company, Inc.)
"In an Absolut World" illustrates a bold and optimistic reality. Here, Times Square is pictured with iconic works of art in lieu of advertising. (PRNewsFoto/Absolut Spirits Company, Inc.)   (Associated Press)
A bartender, right, serves cocktails to guests at Absolut Icebar for a reception in Shanghai, China Friday, June 22, 2007, one day before its public opening. W (AP Photo/Eugene Hoshiko)
A bartender, right, serves cocktails to guests at Absolut Icebar for a reception in Shanghai, China Friday, June 22, 2007, one day before its public opening. W (AP Photo/Eugene Hoshiko)   (Associated Press)
The growth of high-end vodka brands over the last decade hit Absolut's market share, but its recent ad campaign emphasized that the vodka was in a world of it's own.
The growth of high-end vodka brands over the last decade hit Absolut's market share, but its recent ad campaign emphasized that the vodka was in a "world of it's own".   (Getty Images (by Event))
One of the many ads from the Absolut's famous campaign.
One of the many ads from the Absolut's famous campaign.   ((c) coolz0r)
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