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Absolut Kurant is the latest and most high-profile Seagram brand to break the liquor industry’s voluntary ban on broadcast advertising with new radio spots in nine markets.
Three 60-second spots for Kurant from TBWA Chiat/Day here have been airing during afternoon drive time and weekends on a mix of pop, soft rock and R&B stations in a bid to broaden the liquor’s appeal. The berry-flavored vodka debuted in 1993 but still trails other flavors in sales.
The three-month pilot project marks the first foray into broadcast ads for Absolut, a brand with a strong print heritage.
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