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New Absolut Vodka Campaign In The USA

(January 17, 2006) -- ABSOLUT VODKA introduces a new advertising campaign in the USA- a multimedia campaign that confirms the leadership of ABSOLUT VODKA as "The Absolute Vodka" and celebrates other classics that are "absolutes" in our culture. This campaign is an evolution of the brand’s iconic, 25-year-old advertising and one that underscores the brand’s marketing ingenuity and continuous creativity.

"The Absolute Vodka" campaign advertises ABSOLUT VODKA on broadcast television in the USA , with two 30-second television spots debuting on cable channels. The campaign also features online and print executions, with online media and print rolling out in February magazine issues and sites. The new executions will co-exist with and build on the brand’s existing campaign.

"The Absolute" advertising campaign will first be launched in the USA, our largest market, where the consumers know ABSOLUT VODKA well and where the history of ABSOLUT VODKA was and still is being created. The USA was the first market where ABSOLUT VODKA was sold and the first market where we advertised our product. We will consider other markets in due time," explains Michael Persson, Brand Director, ABSOLUT VODKA.

The broadcast spots illustrate a collage of "absolute" moments and icons that define modern culture. Images include "The Absolute Morale Booster" (Marilyn Monroe singing for U.S. troops) and "The Absolute Road Trip" (first manned trip to the moon). The print advertisement features an ABSOLUT VODKA bottle levitating over a color-block table with copy that reads "The ABSOLUT VODKA" - the image connotes an exclamation point. The print ad illustrates the originality of ABSOLUT VODKA and delivers the single message that ABSOLUT is "The Absolute Vodka."

"Like all ABSOLUT VODKA advertisements, our new campaign treats the consumer as intelligent. The executions entice the audience to think about ‘absolutes’ as cultural currency, and as a way to share meanings as a society. Some of the ‘absolutes’ can be recognized right away, while others are more provocative, adding to the mystique and interactivity of the campaign," said Rob Smiley, Creative Director at TBWA/Chiat Day. "Adding the to the phrase reinforces the status of ABSOLUT VODKA as ‘The Absolute Vodka’ - the standard by which all other vodkas are measured."

"The Absolute" campaign will introduce the brand to a new and growing group of vodka drinkers in the USA. The interactive nature of broadcast and online is aimed at capturing ‘in-the-know’ consumers. It continues the cultural dialogue with consumers the same way as the creative advertising of ABSOLUT VODKA has inspired conversations for decades," said Michael Persson. "In the same way that this campaign evolved from our current campaign, it, too, will continue to evolve."

"The AbsoluteVodka" campaign was created by TBWA/Chiat Day, the advertising agency of record for ABSOLUT VODKA.

The first print ad for the "The Absolute Vodka" advertising campaign is available on www.absolut.com/pressroom.

Website: http://www.absolut.com/

Contact:
Michael Persson, Brand Director ABSOLUT VODKA, Tel: +46 8 744 72 83, Cell: +46 70 313 72 83, e-mail: michael.persson@absolut.se

Marika Hjelm Siegwald, Director Corporate Communications, Tel: +46 8 744 74 02,Cell: +46 70 377 73 02, e-mail: marika.siegwald@absolut.se