The insert, which features the outline of a bottle and the words "Absolut Fetish" in relief, appears in this month's issue of Northern & Shell-owned Attitude magazine for gay men. It was created by TBWA GGT Simons Palmer, London.
Attitude magazine has a circulation of 47,000 and is distributed in the U.K. only, but, says spokesman Damian Thompson, it's difficult to find a magazine that can physically cope with production of the ad and that hits the brand's target market.
The ad is part of a series of different executions across various media. On London's Clapham Common, for example, a bottle-shaped piece of turf has been pasted onto a wall under the "Absolut Common" theme.
The company won't reveal the budget behind the rubber page, except to say that production costs are "huge," as the ad requires individual mounting on the page.
"Absolut Fetish is designed to be fun," says Maria Bates, senior brand manager at Seagram U.K. "Absolut has always had a wry sense of humor in its ads and this one takes a lighthearted look at something that was once the preserve of the underground, but has become much more mainstream."
Copyright August 1998, Crain Communications Inc.