Absolut gets into spirit of name play with new ads

After 25 years and 1,500 versions of print ads built around the shape of its bottle, Absolut vodka is shelving the campaign that made it famous.

Absolut will spend $20 million on a new effort that starts today and includes its first TV ads as the brand battles slower growth and tougher competition for vodkas.

"We're introducing the brand to a new generation of vodka drinkers," says Tim Murphy, brand director. "Those in their late-20s have come of age in a noisy, chaotic, cluttered vodka category."

- To read the whole article in USA Today
- A small photogallery of Absolut ads