Sacrilege Pays Off Big for Absolut

Since abandoning their legendary bottle campaign for their new Absolut World campaign, Absolut has seen global case shipments jump 9%, and increased market share in the crowded and competitive U.S. market.
According to Ad Age, Absolut is the No. 2 U.S. vodka brand, trailing only Smirnoff. Absolut broke the 5 million case mark last year for the first time last year — a status shared with only Bacardi, Smirnoff, Captain Morgan and Jack Daniels in the spirits space.
“We took a really different approach and it paid tremendous dividends,” said Ian Crystal, Absolut’s brand director. “A lot of our key numbers had been flat or declining, and they’re all going up now.”

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. Hi David. Very interesting! I guess a lot of people thought the previous, iconic campaign for Absolut was almost the definition of successful branding. I wonder if this new campaign is actually a refutation of that status? Are the increased sales a mark of how clever the news ads are, or actually of how over-rated the old campaign was?
    Thanks for continuing to cast so many interesting lights on the mad world of ads!