ABSOLUT RASPBERRI Launches Nationally

Sept. 3 /PRNewswire/ -- The Absolut Spirits Company, Inc. announced today the launch of ABSOLUT RASPBERRI, the sixth and latest addition to the ABSOLUT VODKA family. The taste and aroma of ABSOLUT RASPBERRI is from the wild and intense flavor of ripened raspberries with a fresh and fruity finish.

On September 6, 2004, ABSOLUT VODKA will introduce its raspberry flavored vodka on national television -- a first in the brand's 25-year history. The spot will break during CSI on SPIKE TV between 9:00 p.m. and 12:00 a.m. Additionally, the advertising will appear on E!, BET, USA, VH-1 and FX. The integrated marketing launch also includes print, online and outdoor advertising, consumer events, on-premise promotions, targeted public relations and customer-relationship marketing.

"ABSOLUT RASPBERRI is our latest addition to the growing flavored vodka segment and an entirely different raspberry than anything else currently on the market," said Carl Horton, president and chief executive officer, The Absolut Spirits Company, Inc. "Our unprecedented support for the brand will ensure ABSOLUT RASPBERRI will be a significant player in the fastest growing flavor segment in the category."

The crystal clear ABSOLUT RASPBERRI is now nationally available on shelves in a siren-red bottle reinforcing the passionate intensity of ripened raspberries. ABSOLUT RASPBERRI is sold in 50ml, 750ml, 1-liter and 1.75 liter bottles. It is also available in 1-liter sizes at duty free retail outlets globally.

The intense taste of ABSOLUT RASPBERRI is achieved by using the freshest, ripened raspberries resulting in a wild fruity flavor. As with all ABSOLUT Flavors, ABSOLUT RASPBERRI is made with all-natural ingredients and contains no carbohydrates. In addition, it is made from Winter Wheat and continuously distilled through One Source in Ahus, Sweden.

"All of our launch efforts will center around communicating the wild and intense taste of ABSOLUT RASPBERRI," said Matthias Aeppli, vice president of marketing, The Absolut Spirits Company, Inc. "Extending the brand's affiliation with art, in this case street art, will help differentiate ABSOLUT while speaking to our target consumer who already enjoys flavored vodka."

ABSOLUT enlisted four street artists -- David Ellis, Kenji Hirata, Maya Hayuk and Phil Frost -- to unleash the wild and intense flavor of ABSOLUT RASPBERRI using their art. The artists were given the traditional ABSOLUT ad -- bottle in the center with a halo background -- as a starting point to create their artistic interpretation. The work will be used in both television and print/outdoor advertising.

The television spot begins with an oversized ABSOLUT RASPBERRI bottle with a halo background that fades to black, reminiscent of the iconic print advertisements. As the scene progresses, the artists appear and use the bottle as a canvas to "Unleash the Raspberry." A still camera captures the process every 30 seconds illustrating the complete evolution. The result becomes hypnotic and rhythmic as the paintings come to life for the viewer and transition from one to another across four 30-second spots, highlighting the distinct styles of each artist while illustrating their roots in street art.

"The launch of ABSOLUT RASPBERRI introduces a new dimension to the brand. By collaborating with street artists we have developed an exciting idea that translates their energy and enthusiasm into a comprehensive multimedia campaign," said Patrick O'Neill, creative director, TBWAChiatDayNew York. "In theory we have created a never ending, TV commercial, a never ending work of art."

Three print executions have been created -- each featuring one artist's work -- and will run in the September issues of Blender, Sports Illustrated, Men's Journal and CARGO to Essence, Entertainment Weekly, US Weekly and Cosmopolitan. In addition, these executions will be featured in outdoor advertising including bus shelters, wild postings and wallscapes in New York, Miami, Philadelphia, Los Angeles, Boston and Chicago.

ABSOLUT RASPBERRI will unleash its flavor in Cosmopolitans or any classic cocktail and will give popular raspberry vodka drinks like Flirtinis, French Martinis and Rasmopolitans a full-bodied flair. Unique recipes for fresh, imaginative cocktails and further information on ABSOLUT RASPBERRI are available on the ABSOLUT VODKA Web site at www.absolut.com.

Source: Absolut Spirits Company, Inc.