Editing Absolut Vodka (section)

==Advertising==
<!---[[File:Nadi International airport 06.jpg|thumb|Different flavors of Absolut Vodka on sale at duty-free shop at Nadi International airport, Fiji]]--->
[[File:Absolut Vanilia Vodka 01.tif|thumb|Absolut Vanilia Vodka]]
In the early 1980s in New York, Absolut Vodka was popular among the creative community. Absolut's first advertising campaign was created by TBWA for the brand's U.S. Importer, Carillon Importers, Ltd.

The brand has a long-running advertising campaign created by [[TBWA]].<ref name="ADLAND">{{cite book |last=Tungate |first=Mark |date=2007 |title=Adland |location=Philadelphia |pages=[https://archive.org/details/adlandglobalhist00tung/page/133 133–134] |publisher=Kogan Page |isbn=978-0-7494-4837-0 |url-access=registration |url=https://archive.org/details/adlandglobalhist00tung/page/133 }}</ref><ref>Absolut Legacy, book</ref> The first of these ads, typical of the rest, was introduced in 1981 and featured a picture of the bottle with a halo over the cap above the slogan "Absolut Perfection".<ref name="ADLAND" />

Absolut's first advertising campaign ran for more than twenty-five years from its launch in 1980. The campaign has encompassed many different kinds of ads, such as art, fashion, cities, spectaculars, Hollywood, etc. The advertising has won hundreds of awards, including charter membership in the American Marketing Association's Marketing Hall of Fame. Absolut was inducted into the Hall in 1992 along with just two other brands: [[Coca-Cola]] and [[Nike, Inc.|Nike]].<ref>’Absolut Book. The Absolut Vodka Advertising Story’ by Richard W. Lewis</ref> Also in 1992, [[LGBT symbols#Freedom rings|Freedom Rings]] were featured in the first gay-specific Absolut Vodka ad, entitled ''Absolut [[David Spada|Spada]]''.<ref>{{cite web|title=Absolut Spada|url=https://www.glaad.org/advertising/library/absolut-spada|website=GLAAD|accessdate=29 December 2019|date=25 May 2012|archiveurl=https://web.archive.org/web/20181006200041/https://www.glaad.org/advertising/library/absolut-spada|archivedate=6 October 2018}}</ref>

In 1983, Carillon's president and CEO Michel Roux approached the artist [[Andy Warhol]], whom he paid $65,000 to create an advertisement for Absolut.<ref name="ABSOLUT BOOK">{{cite book |last=Lewis|first=Richard W.|date=1996 |title=ABSOLUT BOOK |url=https://archive.org/details/absolutbookabsol00lewi|url-access=registration|location=Boston |page=[https://archive.org/details/absolutbookabsol00lewi/page/65 65]|publisher=Journey Editions|isbn=1-885203-32-2}}</ref><ref name="NYT-Roux">{{Cite news |url=https://www.nytimes.com/2019/05/10/obituaries/michel-roux-dead.html |title=Michel Roux, Whose Vodka Success Was Absolut, Is Dead at 78 |last=Sandomir |first=Richard |date=10 May 2019 |work=The New York Times |access-date=2019-05-13 |language=en-US |issn=0362-4331 |archive-date=12 May 2019 |archive-url=https://web.archive.org/web/20190512140621/https://www.nytimes.com/2019/05/10/obituaries/michel-roux-dead.html |url-status=live }}</ref> Over the years, Carillon commissioned the work of well-known painters, graphic designers, fashion designers, as well as many up-and-coming artists.<ref name="NYT-Roux" /> During the 2017 [[Corporate Art Awards]] Ceremony hosted by the President of the Italian Republic [[Sergio Mattarella]] at the [[Quirinal Palace]],<ref>{{cite web|url=http://www.quirinale.it/elementi/Continua.aspx?tipo=Comunicato&key=3317|title=Il Presidente Mattarella ha ricevuto i partecipanti al Convegno "Mecenati del XXI secolo"|date=22 November 2017|access-date=12 February 2018|archive-date=3 January 2023|archive-url=https://web.archive.org/web/20230103135005/https://www.quirinale.it/elementi/Continua.aspx?tipo=Comunicato&key=3317|url-status=live}}</ref> Absolut received by [[pptArt]] a special award "for their long-running collaboration with 550 artists on 850 projects to shape their corporate image and brand".<ref>{{cite web|url=https://www.pptart.net/winners-corporate2017|title=Corporate Art Awards – Corporate winners|date=22 November 2017|access-date=12 February 2018|archive-date=2 February 2018|archive-url=https://web.archive.org/web/20180202071631/https://www.pptart.net/winners-corporate2017|url-status=live}}</ref> The talents included such names as [[Damien Hirst]], [[Rosemarie Trockel]], [[Helmut Newton]], [[Javier Mariscal]], [[Maurizio Cattelan]], [[Louise Bourgeois]], [[Alain Despert]], and many, many more.

In 2005, Absolut invited American singer [[Lenny Kravitz]] to participate in its promotional campaign. The song "[[Breathe (Lenny Kravitz song)|Breathe]]" was recorded and released.<ref>{{cite web |title=Lenny Kravitz – Breathe – hitparade.ch |url=https://hitparade.ch/song/Lenny-Kravitz/Breathe-176810 |publisher=[[hitparade.ch]] |access-date=2 July 2021}}</ref><ref name="CAM">{{cite web |title=Kravitz scoop backs Absolut Vodka ads |url=https://www.campaignlive.co.uk/article/kravitz-scoop-backs-absolut-vodka-ads/537427 |website=[[Campaign (magazine)|Campaign]] |access-date=2 July 2021 |date=24 January 2006 |archive-date=9 September 2024 |archive-url=https://web.archive.org/web/20240909084912/https://www.campaignlive.co.uk/article/kravitz-scoop-backs-absolut-vodka-ads/537427 |url-status=live }}</ref> The song was remixed many times by various DJs.<ref>{{cite web |title=Song of the Day: Lenny Kravitz "Breathe" (Eric Roberson Remix) |url=http://www.djdmac.com/blog/song-day-lenny-kravitz-breathe-eric-roberson-remix/ |website=DJ D-Mac & Associates |access-date=2 July 2021 |date=31 August 2018}}</ref><ref>{{cite web |title=Lenny Kravitz, Absolut Launches Absolut Kravitz, Breathe, Video Stream |url=https://www.contactmusic.com/lenny-kravitz/video/lennykravitzx18x01x06 |publisher=[[contactmusic.com]] |access-date=2 July 2021 |date=18 January 2006 |archive-date=9 September 2024 |archive-url=https://web.archive.org/web/20240909084907/https://www.contactmusic.com/lenny-kravitz/video/lennykravitzx18x01x06 |url-status=live }}</ref>

In 2007, Absolut introduced its new global campaign, "In An Absolut World",<ref>{{cite web|url=https://adage.com/creativity/work/absolut-world/4768 |title=Absolut : In An Absolut World |publisher=Ad Age |date=2 May 2007 |access-date=2020-03-14}}</ref><ref>{{cite web |last=Lynch |first=Jason |url=https://www.adweek.com/brand-marketing/absolut-world-debuts-88759/ |title='Absolut World' Debuts – Adweek |publisher=Adweek.com |date=27 April 2007 |access-date=2020-03-14 |archive-date=9 September 2024 |archive-url=https://web.archive.org/web/20240909084942/https://www.adweek.com/brand-marketing/absolut-world-debuts-88759/ |url-status=live }}</ref> created by TBWA/Chiat/Day.

In 2008, an advertisement placed in Mexican publications and on Mexican billboards featured a map of the U.S. and Mexico with the boundaries between the two as they were prior to the 1836 [[Texas Revolution]] and the [[Mexican–American War]]. Media outlets reported on some American consumers' reactions at the advert's perceived insensitivity to immigration issues.<ref>{{cite web|url=http://latimesblogs.latimes.com/laplaza/2008/04/mexico-reconque.html|title=Mexico reconquers California? Absolut drinks to that!|work=Los Angeles Times|date=3 April 2008|access-date=21 September 2015|archive-date=9 September 2024|archive-url=https://web.archive.org/web/20240909085025/https://www.latimes.com/archives/blogs/la-plaza/story/2008-04-03/mexico-reconquers-california-absolut-drinks-to-that|url-status=live}}</ref><ref>{{cite web|url=https://foreignpolicy.com/2008/04/08/tuesday-map-absolut-reconquista/|title=Tuesday Map: Absolut Reconquista|work=Foreign Policy|access-date=5 March 2017|archive-date=20 September 2017|archive-url=https://web.archive.org/web/20170920092817/http://foreignpolicy.com/2008/04/08/tuesday-map-absolut-reconquista/|url-status=live}}</ref><ref>{{cite web|url=http://www.lavanguardia.com/gente/20080407/53452687990/la-reconquista-mexicana-de-absolut.html|title=La reconquista mexicana de Absolut|date=7 April 2008|work=[[La Vanguardia]]|access-date=21 September 2015|archive-date=9 September 2024|archive-url=https://web.archive.org/web/20240909084916/https://www.lavanguardia.com/gente/20240909/9924545/pasion-besos-sean-penn-madrid-actriz-edad-hijos.html?facet=smart&|url-status=live}}</ref>
Absolut responded that the adverts were purely whimsical, with no political or nationalist agenda, but its critics were adamant. Absolut later issued a public apology and withdrew the advert.<ref>{{cite magazine|url=http://content.time.com/time/world/article/0,8599,1728801,00.html|title=A Vodka Tonic for Mexico's Loss?|date=8 April 2008|magazine=[[Time (magazine)|Time]]|last1=Grillo|first1=Ioan|access-date=21 September 2015|archive-date=9 September 2024|archive-url=https://web.archive.org/web/20240909085931/https://time.com/archive/6943041/a-vodka-tonic-for-mexicos-loss/|url-status=live}}</ref>

In 2009, Absolut debuted a campaign with renowned fashion photographer [[Ellen Von Unwerth]]<ref>{{cite web |url=https://www.adsoftheworld.com/media/print/absolut_bloody_base |title=Absolut Print Advert By TBWA: Bloody base |website=Ads of the World |date=2 December 2009 |access-date=2020-03-14 |archive-date=9 September 2024 |archive-url=https://web.archive.org/web/20240909085959/https://api.intentiq.com/profiles_engine/ProfilesEngineServlet?at=39&mi=10&dpi=793790479&pt=17&dpn=1&jsver=5.09&iiqidtype=2&iiqpcid=314e08d8-bb41-47a6-b7f3-7bfdb43eb660&iiqpciddate=1725872399009&iiqcallcount=0&iiqfailcount=0&iiqnodata=false&iiqlocalstorageenabled=true&tsrnd=524_1725872399010&fbp=3488738288&cttl=43200000&rrtt=0&dud=0&abtg=A&iiqppcc=0&ref=www.adsoftheworld.com |url-status=live }}</ref> and actresses [[Kate Beckinsale]] and [[Zooey Deschanel]] to celebrate different Absolut drinks.

In 2010 Absolut collaborated with [[Spike Jonze]] to create a short film entitled ''I’m here''.<ref>{{cite web|author=Duncan Macleod |url=http://theinspirationroom.com/daily/2010/absolut-im-here/ |title=Absolut I'm Here |publisher=The Inspiration Room |date=24 January 2010 |access-date=2020-03-14}}</ref> The short film was screened at festivals such as [[Sundance Film Festival]] and [[Berlin Film Festival]].

In 2012, Absolut partnered with [[Swedish House Mafia]] to create an original track and music video to promote Absolut Greyhound cocktail. "Greyhound"–which is the title of the drink, the video, and the actual music track–is a video created by [[TBWA]]\Chiat\Day, where three groups of racing enthusiasts converge on the Bonneville Salt Flats to watch robotic greyhounds speed across the plains, holding pink Absolut Greyhounds in their hands.<ref>{{cite web |url=https://www.fastcompany.com/1680095/absoluts-robo-greyhound-driven-video-extravaganza |title=Absolut's Robo Greyhound-Driven Video Extravaganza |date=13 March 2012 |website=[[Fast Company]] |access-date=2020-03-14 |archive-date=9 September 2024 |archive-url=https://web.archive.org/web/20240909085926/https://www.fastcompany.com/1680095/absoluts-robo-greyhound-driven-video-extravaganza |url-status=live }}</ref><ref>{{cite web |url=https://thisisnotadvertising.wordpress.com/2012/03/23/absolut-vodkaswedish-house-mafia-greyhound/ |title=Absolut Vodka/Swedish House Mafia – Greyhound &#124; This is not Advertising |publisher=Thisisnotadvertising.wordpress.com |date=23 March 2012 |access-date=2020-03-14 |archive-date=9 September 2024 |archive-url=https://web.archive.org/web/20240909090056/https://thisisnotadvertising.wordpress.com/2012/03/23/absolut-vodkaswedish-house-mafia-greyhound/ |url-status=live }}</ref>

In 2013, Absolut launched the Global 'Transform Today' Campaign by the creative agency, [[Sid Lee]]. The creative features four artists. Sid Lee recruited four international emerging artists to inspire younger generations. French artist, director and musician [[Woodkid]], American digital media artist [[Aaron Koblin]], fashion designer [[Yiqing Yin]] and Brazilian graphic novel artists [[Rafael Grampa]] is featured.<ref>{{cite web |url=https://www.mediapost.com/publications/article/209049/absolut-launches-global-transform-today-campaign.html |title=Absolut Launches Global 'Transform Today' Campaign 09/16/2013 |publisher=Mediapost.com |access-date=2020-03-14 |archive-date=9 September 2024 |archive-url=https://web.archive.org/web/20240909085933/https://www.mediapost.com/publications/article/209049/absolut-launches-global-transform-today-campaign.html |url-status=live }}</ref><ref>{{cite web |url=http://www.pdoubleet.com/absolut-transform-today |title=Absolut Transform Today — PEET |publisher=Pdoubleet.com |access-date=2020-03-14 |archive-date=9 September 2024 |archive-url=https://web.archive.org/web/20240909085933/http://andrew-peet.com/absolut-transform-today |url-status=live }}</ref><ref>{{cite web|url=https://adage.com/creativity/work/transform-today/32565 |title=From Warhol to Koblin & Woodkid: Sid Lee Taps Modern Day Artists for New Absolut Campaign |publisher=Ad Age |date=9 September 2013 |access-date=2020-03-14}}</ref>

As part of this platform, Absolut launched the Absolut Creative Competition in 2018 which was an art competition.<ref>{{Cite web|url = https://www.wallpaper.com/w-bespoke/absolut|title = Creative spirits: Meet the Absolut Creative Competition judges|date = 14 December 2018|access-date = 11 October 2019|archive-date = 11 October 2019|archive-url = https://web.archive.org/web/20191011113403/https://www.wallpaper.com/w-bespoke/absolut|url-status = live}}</ref><ref>{{cite web |url=https://www.absolut.com/se/press/absolut-creative-competition-winner/ |title=Absolut Vodka – Absolut Creative Competition Winner |publisher=Absolut.com |access-date=2020-03-14 |archive-date=2019-10-11 |archive-url=https://web.archive.org/web/20191011113402/https://www.absolut.com/se/press/absolut-creative-competition-winner/ |url-status=dead }}</ref> In May 2019 Absolut announced the global winner that was selected by global juries such as [[Mickalene Thomas]], Aaron Cezar and [[Bose Krishnamachari]]. Sarah Saroufim from Lebanon was declared the winner from 7,500 entrants with her design.