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Achievements
As a premier global brand, ABSOLUT owns the pre-eminent share of growth in the premium vodka category. Shipments increased by 7.7 percent to reach 72.9 million liters in 2003.
A high-quality product like ABSOLUT requires memorable marketing, and much of the ABSOLUT success reflects its unique and ingenious marketing campaign that almost singlehandedly defined the shape of creative magazine advertising for years. In the campaign, the beautiful, artful, chameleon-like bottle is the hero.
The ABSOLUT advertising campaign, nearly a quarter-century later, still follows a carefully developed strategy based on continuity and variety. The ads are witty, sophisticated, and imaginative as they deftly communicate the brand’s values.
Since the campaign’s launch with ABSOLUT PERFECTION in 1980, nearly 1,500 ABSOLUT ads have been produced. In 1999, Advertising Age listed the ABSOLUT advertising campaign among the 10-best advertising campaigns of the 20th century.
To cultivate its image, ABSOLUT forged partnerships with art and fashion icons. In 1985, pop artist Andy Warhol was commissioned to paint a picture of the ABSOLUT bottle. Warhol, enthralled by the artfulness of the bottle, happily obliged. Other well-known artists such as Keith Haring and Kenny Scharff followed him. By 1988, a number of noted artists had featured the bottle in their work, and ABSOLUT gained enormous amounts of unsolicited submissions from artists all over the world.
ABSOLUT linked itself with fashion in 1988 with the ABSOLUT CAMERON ad that gained an avalanche of publicity. On the first day of publication, nearly 5,000 women called the phone number written in small type at the bottom of the ad and expressed interest in purchasing the dress featured in the advertisement, which was not even for sale. Ever since, ABSOLUT fashion projects have reached far beyond the inner fashion circles.
ABSOLUT is recognized and honored worldwide as one of the leading premium vodkas and brands. In 2002, Forbes named ABSOLUT the number-one luxury brand in the world. In the 25 years of the ABSOLUT advertising campaign, the brand has won more than 300 awards for its advertising.
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