in an aBsoluT WorlD
Case sTuDy 1o
The challenge
The previous brand campaign for Absolut Vodka, where creatives from all over
the world interpreted the bottle shape, had been running for 25 years. While the
campaign had been incredibly effective, in some markets the brand was start-
ing to experience a ‘wear-out’ effect. Brand health in the United States in par-
ticular was heading in the wrong direction, so Absolut set about initiating an
innovative campaign that would rejuvenate its brand image while remaining
consistent with the values and preferences of modern consumers. It was also
keen to embrace the changes in media due to the impact of the internet.
Target audience
Absolut’s primary target with this campaign was the people at the epicentre
of the social scene. They are the ones others call on to find out what’s going
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