Absolut Debuts Vanilia Online Push

NEW YORK The iconic Absolut bottle smashes an ice cream cone in an online campaign that breaks Tuesday. The headline: “Absolut Heavyweight.”

The interactive effort aims to communicate that the vodka brand’s newest flavor in four years, Absolut Vanilia, is “A different kind of Vanilia.”

In a series of four online ads, Web surfers can interact with Absolut by manipulating certain elements onscreen. The work resembles the print ads currently running from longtime general agency, Omnicom Group’s TBWA\Chiat\Day in New York.

The online push comes one month after the Swedish spirits marketer introduced Absolut Vanilia on the Internet, accessible at www.absolut.com [IQ Daily Briefing, March 4, 2003].

In another execution, which is due to appear next month, wooden spoons dig fruitlessly into the bottle. The headline: “Absolut Persistence.” Copy on each of the ads reads, “Rich, Robust and Complex.”

The online ads, created by TBWA Worldwide’s interactive, direct and promotions network Tequila, will run on Maxim.com, EntertainmentWeekly.com, Style.com and Wired.com.