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Absolut vodka adopts Brazilian twist

Published on .

Rio de Janiero - For the first time, Swedish vodka brand Absolut has turned to Brazilian agency executives for creative inspiration. Following approval by Absolut directors in Sweden and lead agency TBWA/Chiat/Day in the U.S., TBWA Brasil's creative team Aurelio Julianeli, Fred Conrad and Helio Silva have produced a print campaign around ''Capiroska,'' a Brazilian drink made out of a mixture of lemon and vodka. Print ads feature lemons with the Absolut logo printed on them, along with the title ''Absolut Caipiroska.'' To further embrace the local culture, Absolut is promoting an event to be held in a Sao Paulo soccer stadium. Music at the event will be predominantly samba, bossa nova and forro. Typical local cuisine will also be offered to 1,300 guests.

Copyright January 2001, Crain Communications Inc.

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