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Absolut, the vodka whose bottle-icon campaign was one of the most high-profile campaigns ever, is about to radically alter its marketing strategy away from print to the Internet.
The move is a significant shift for a marketer whose print advertising crossed the barrier from mere liquor promotion into the lexicon of pop culture. The new direction was forced by consumers’ changing tastes in media as well as fierce competition in the vodka category, the company said.
“Online plays a more important role than print.
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