Absolut Ads

Absolut WarholLeaving behind their iconic ads that combined cultural icons, landmarks and trends with their bottle, Absolut is set to spend $20 million on a new ad campaign that takes the company in a totally new direction.  Having historically concentrated solely on print, the new campaign by TBWA/Chiat/Day in New York also pushes the brand to TV as "The Absolut Vodka," continuing to play with the product’s name.

This new ad campaign is in response to a decline in Absolut’s growth rate and targets a burgeoning new generation of vodka drinkers.  Featuring such images as CBGB as "The Absolute Rock Club" and a scene from the movie Office Space as "The Absolute Worst Case of the Mondays," the ads speak to a new set of potential consumers in an entirely new way.

Perhaps there is a lesson here for marketers of all kinds:  the old adage "if it ain’t broke, don’t fix it" may not apply to your advertising campaign.  It just may pay to shake up your potential customers with something new — they may just well pay attention.

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