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In An Absolut World: Love It Or Hate It?

Absolut has spent the last 28 years making iconic ads where the focus was the bottle. However, this year they've decided to freshen things up and embrace change. Their new "In An Absolut World" campaign, features photos from a world where everything is as fantastic as Absolut.

Ads portray pregnant men and their beaming female spouses, Times Square as a fine-art gallery, and protesters and police settling differences with pillow fights.

All of this is intended to show Absolut as the ideal vodka in a landscape crowded with luxury upstarts.

Absolut, has fallen to the number two vodka brand in the world, having lost customers to Grey Goose, Belvedere, Ketel One and other upstart luxury brands. They're hoping these ads will push them back to number one.

I'm not sure what I think about these ads. On one hand I like them, but on the other I'm thinking guys might avoid Absolut from now on - I mean who wants to drink a vodka that will make you preggers? What do you guys think, do you like the new campaign?

Source: Advertising Age

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helgatheweber helgatheweber 9 years
It's fun and clever. But even if I hated it, I'd still drink Absolut.
SU3 SU3 9 years
I actually think the ads are a clever idea! It definitely catches your attention!
chancleta chancleta 9 years
mildy amusing but i'm not sure it'll help sales
Mme-Hart Mme-Hart 9 years
lol love the pregnant one!
junebrug junebrug 9 years
I think they're cool and original (and honest). Men may drink less Absolut, but I won't. :)
Daisy6264 Daisy6264 9 years
I think its strange.
aras8218 aras8218 9 years
I think their weird and not in a good way. On the flip side, i like Absolute vodka.
BonjourChaton BonjourChaton 9 years
I think they're sort of funny (especially the pregnant guy one, seriously) but yeah, they're not making me want to buy Absolut, but that's mainly because I think it tastes terrible. I'm a Ketel One fan myself and I don't even know what their ads are like.
b-UNIQUE b-UNIQUE 9 years
those ads are sooo weird!!! i just saw the giant pillow fite one that they hav and...they can do bettr.
amandaaa amandaaa 9 years
funny, different, fresh and i like it. i do, however, prefer their other campaigns where everything is shown as an absolut bottle.
figurine figurine 9 years
I kind of love it.
katiedid0985 katiedid0985 9 years
Sort of clever, but doesn't make me want to drink Absolut.
robs1325 robs1325 9 years
I think it is a little tacky. Grey Goose has more sophisticated advertising and is better tasting. If they want to draw people back to their product, I think the are going about it the wrong way.
AucuneRancune AucuneRancune 9 years
I agree with Crispet
crispet1 crispet1 9 years
Haha. Fun for a laugh, but Im not sure of their marketing power.
partysugar partysugar 9 years
I like the concept but I'm not sure I like pregnant guy. That's just weird and doesn't make me want a vodka martini at all.
jhuck jhuck 9 years
I'm sure if you drink enough you too can be seeing these bizarre things as you are in your absolut world. Don't forget about that absolut hangover you'll have the next morning.
GeikoSera GeikoSera 9 years
Clever, but I like the old ads better.
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