3.

‘The Absolut advertising campaign is successful because it is

contemporary.’ How did TBWA maintain the ‘freshness of the Absolut
campaign? Discuss with respect to the brand’s association with different
media, viz, art, fashion, technology and music.
The success recorded by Absolut long-standing advertising campaign over the years
has been credited to some bodies, one of which is the role TBWA, an advertising agency
played since 1979(Lewis, 1996), TBWA commenced its activities with the Absolut brand by
familiarizing itself with Absolut products. Thereafter an extensive research on each of the ads
was conducted: the research eventually revealed that Absolut ads were pompous and
pretentious.
The creativity of the celebrity artist TBWA engaged, Andy Warhol, as suggested by
Michel Roux in 1984 as a replacement for the pompous and pretentious ads helped the
agency maintain not only the freshness of the campaign but the vitality of the Absolut brand.
This singular act became prestigious for artists as they showcased their willingness to
collaborate with the brand and give their own interpretation of the bottle. Still utilizing an
ingenious style of campaign, the agency continued to collaborate with celebraties from
different media beginning from the fashion industry through a collaboration with David
Cameron, Afashion designer. Thus the ensuring continued inspiration to a worldwide market;
impacting every aspect of history, culture, society and life; and portraying the Absolut
product not as an alcoholic beverage but creativity as a cuit-abject.

Fashion :

Art :
1990: absolut glasnost:- This collection featured paintings contributed by 26 Russian
artists including Alexander Kososlapov, Evigany Mitta and leonid Lamm.
Absolut Latino:- This collection featured artwork contributed by 16 artists from south and
central America. This collection showcased the artists interpretations of the absolut bittle in
traditional and contemporary Latino themes depicting the relationship between reality and
illusion. Some of the artists who contributed to this collection were, Alberto Icaza, Vik
Muniz and Monica Castillo.
Abosute Expressions(1997):- This collection featured art work contributed by 14 African and
American artists. The artists preented their interpretations of the bottle in traditional African
art, early American folk art and in abstract imagery through medium like canvas, quilts and
sculptures.
Absolut Originals(1998-99):- This included paintings contributed by 16 European artists
including Damein Hirst, Maurizio Cattelan and Francesco Clementic.