Absolut vodka is set to benefit from its biggest ever campaign in the UK.
Brand owner Pernod Ricard is investing in a new campaign for the premium vodka brand entitled Manifesto, which will spell out the brand's philosophy that "doing things differ-ently leads to something exceptional".
The advertising strategy is one step on from the In An Absolut World campaign. There will be six creative and visual pieces for Manifesto, designed by a series of leading international artists.
Each aims to emphasise an element of Absolut in both a literal and metaphoric way; for example, the word "differently" is woven in wheat to depict the winter wheat used as an ingredient, while "doing" is carved from a glacier to depict the purity of the water used to create Absolut.
The campaign demonstrates Pernod's commitment to the brand, which it added to the portfolio last year.
"Absolut has always sought to present unconventional, visionary and alternative views of the world, which we hope will be inspirational and influential for our target audience," said head of marketing for vodkas Mark Hamilton. "Now we're going right back to the heart of the brand to spell out where this inspiring, creative point of view comes from. We believe that 'in an Absolut world, doing things differently leads to something exceptional' — hopefully the advertising and the campaign will enable consumers to share our vision of a world as creative, visionary and inspired as Absolut."
The activity follows rival Diageo's £15m push for its vodka brand, Smirnoff, launched in June this year.