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Richard Lewis

ABSOLUT BOOK.: THE ABSOLUT VODKA ADVERTISING STORY

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ABSOLUT BOOK is the illustrated history of the most-awarded magazine campaign of all time. It is the story of the advertising campaign's origins, development and amazing success. The ads use the simple twp=word recipe to characterize the product (ABSOLUT PERFECTION), art (ABSOLUT WARHOL), cities, (ABSOLUT MANHATTAN). The book is written by one of hte brand's chief architects at the advertising agency.
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  • Annaje citiralaprije 6 godina
    Richard Lewis entered advertising in 1978 and is still looking for the exit. Since 1987 he has been in charge of the Absolut Vodka advertising account at TBWA Chiat/Day, overseeing the brand’s never-changing/always-changing campaign.
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    • katiadolzhenkoje citiralaprije 7 godina
      TBWA recommended using the American experience as a recipe for Europe. For advertising, that meant running the early Absolut product ads for a couple of years to establish awareness of the brand and its values. Only after consumers became acquainted with the real Absolut bottle would we take it away.
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      • katiadolzhenkoje citiralaprije 7 godina
        Meanwhile, back in Europe, Absolut was basically just getting started; outside of Sweden, the brand’s sales were tiny, though select.
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