“Find the flavor” tag is Absolut Deja Vu

Absolut1Absolut is inviting imbibers to try different vodka flavors in its latest print campaign promoting the brand’s seven varieties, including Apeach and Vanilia, according to a story in the ad column of yesterday’s New York Times. After reading the story, I paused, thinking that the campaign’s "whimsical" tagline, "Find your flavour" had a familiar ring to it. Sure enough, Modernista! used the same line, albeit spelling flavor without the ‘u’, in a 2002 print campaign for Veryfine’s Fruit20 flavored water (if you don’t have access to the Adweek archive, you’ll just have to trust me). Those ads featured models in funky bathing suits frolicking underwater. Veryfine no longer uses the tagline. The Absolut work, via TBWA\Chiat\Day, can be viewed at left, and on the company’s Web site. Now how about finding an original tagline?

—Posted by Lisa van der Pool