Advertising Age Article Abstract
Why Absolut Said Bye-Bye to the Bottle
No Longer a Top-Shelf Brand, Giant Abandons 'Perfection' Campaign
CHICAGO (AdAge.com) -- Absolut vodka's iconic bottle ads were some of the most celebrated, sought-out and effective brand-building efforts in the history of alcohol marketing. Unfortunately they are also outdated -- based on the less-than-credible idea that Absolut is still a superpremium offering. ...