Absolut "Fu"

02/14/2005 | Wall Street Journal, The

V&S Vin & Sprit brand Absolut vodka is celebrating the lunar new year in China with a series of ads that incorporate calligraphic wordplay, using the Chinese character "Fu," which means "fortune" when right side up and "fortune arriving" or "welcome" when upside down. The campaign, which plays on billboards and on a specially designed Chinese-language Web site, was described by a company marketing officer as "a way for us to celebrate the Chinese New Year with the Chinese, and be very relevant with that culture."

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