A pioneer in marketing premium spirits, Absolut vodka is veering away from its 25-year-old campaign built around images shaped like its distinctive bottle and moving from print to TV. The new campaign by TBWA/Chiat/Day is designed to win over drinkers in their late 20s who have come of age in which brands like Grey Goose and Belvedere are considered the elite labels in the vodka category. Click here for video of the new Absolut campaign. Click here for a gallery of classic Absolut ads.

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