Absolut readies new brand campaign

Absolut is set to launch its biggest ever UK campaign to unveil the premium vodka’s overarching new brand “manifesto”.

The digital, cinema, broadcast and experiential activity aims to set out “who the brand is and what it stands for” and marks the first major local push for the vodka since Pernod Ricard bought the brand from Vin & Sprit last year.

Advertisements, created by TBWA, spell out the brand’s values: “doing things differently leads to something exceptional”.

For example, the word “differently” is woven in wheat and depicts the primary ingredient for the vodka, while “doing” is carved from a glacier to depict the purity of the water used in Absolut.

Mark Hamilton, head of marketing for vodkas at Pernod Ricard UK, says the campaign aims to spell out what the brand’s long-term strapline “In an Absolute world” means.

Pernod Ricard has launched two event-themed campaigns this year. “Protest” coincided with the G20 summit in London, while “Hugs” coincided with the Budget and intended to present a world where people “give kindness not cash”.

Rival Smirnoff recently launched a £15m global campaign moving away from the previous focus on purity of the brand in favour of a lifestyle positioning.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here