Problem How do you popularize a limited-edition brand? Solution Use traditional OOH formats to maximize audience reach. Background Over the past three years, Absolut vodka has experienced a decline in key image measures. A new Brand Positioning and Consumer Segmentation was focused on turning these measures around and was paramount in communicating key brand benefits in 2007. Absolut wanted to go beyond just basic flavors as a means to revive the brand’s relevance in the eyes of the consumer. Absolut New Orleans was their first product launch based on this innovative objective. Absolut New Orleans (ANO) is the first in a line of limited edition products, inspired by the “Absolut City” ad campaign. ANO takes base Absolut and adds a blend of flavors evocative of the city of New

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