:: adgruntie :: Absolutly New Campaign

+ Business Week reports Absolut is ending their iconic bottle ad campaign.

Though V&S is unwilling to put a precise dollar figure on the new campaign, it won't come cheap. The ads from Absolut's global agency, TBWA/Chiat/Day in New York, position the liquor as "The Absolute Vodka," while highlighting other classics that are "absolutes" in pop culture. One spot features footage from the Apollo moon landing under the banner "Absolute Road Trip." Another shows Marilyn Monroe entertaining troops with the tag line "Absolute Morale Booster." The 30-second spots will debut on cable channels such as Comedy Central, Fox Sports Net, and E!

As part of the new marketing push in the U.S., Absolut also commissioned rock musician Lenny Kravitz to come up with his own interpretation of the Absolut brand. The result is a dance track (with no mention of Absolut of vodka anywhere in the lyrics) entitled Breathe, which listeners can download for free from Absolut's Web site. "It's a continuation of previous collaborations we've done with fashion designers and artists," Kempe-Forsberg explains. "It's about positioning ourselves as a creative brand, and the music brings us closer to the places where Absolut is consumed."