Tim Murphy, VP-marketing for the Absolut Spirits Co. and the man behind the new campaign, put it this way: “When people think of vodka in the generic sense, they think of Absolut in a specific sense. One bartender told me that ‘Absolut is vodka before the plastic surgery,’ and that’s the authenticity we’re trying to convey.”
Absolut had to try something. “With all the superpremiums, perfection as a proposition became a little bit unattainable,” said Jamie Gallo, managing director of TBWA/Chiat/Day, New York, which has handled the brand since its inception.
Read more on Advertising Age.