Absolut Book.：The Absolut Vodka Advertising Story

TheAbsolutVodkaadvertisingcampaignhasbeenrunningnonstopforfifteenyears，which，inadvertising，ispracticallyforever.Industryinsidershailitasoneofthemostsuccessfulcampaignsinthehistoryofadvertising，andthestaroftheadsisalwaysthebeautiful，artful，chameleon-likebottlefromSweden.TheAbsolutadsarecelebratedasmuchfortheiringenuityastheirlongevity.Theyarefullofwit，artistry，andimaginationastheydeftlycommunicatethebrand'svalues，oftencontaininglittlechallengestothereadertointerpretjustwhat'shappeninginsidethead.Inthisbook，RichardLewisofTBWAChiat/Day，Absolut'sadvertisingagencyfromthebeginning，sharesanintriguing，behind-the-scenesaccountofthebirthandgrowthofthisheraldedcampaign，itspersonalitiesandcreators，andthepathsthey'vetakentokeepitperpetuallyfresh.Yet，it'sacampaignbuiltonmorethanmarketingmagic：AbsolutVodkaisasuperbproductwithahumblebackground.Producedinthetiny，picturesquetownofAhus，Sweden，AbsolutcametoAmericaacompleteunknown.Intheearlyeffortstoestablishthebrand'sidentity，thecreatorsrealizedthenow-famoustwo-wordheadlineswouldshowcasethe"absolute"qualityofthebrand，butAbsolutwouldalsobeunpretentious，andnottakeitself-ortheworld-tooseriously.Now，manyyears，andhundredsofawardslater，theimageoftheAbsolutbottleisembeddedinourcollectiveconsciousness.