V & S Vin & Sprit AB: Absolut Director campaign
Mark LaneOVERVIEW
Absolut Vodka, owned by the Swedish government monopoly V & S Vin & Sprit AB, was a brand built entirely on image. The famous Absolut print campaign, created by ad agency TBWA\Chiat\Day and launched in 1981, featured endless permutations of a single formula: an image of the iconic bottle along with minimal copy pairing the brand name with a single proper or common noun. By its 20th year the print campaign could claim not only to have almost single-handedly led Absolut from obscurity to monumental success but...