Web evangelists’ hearts are palpitating now that Absolut Vodka, whose inescapable shape has graced so many back covers of magazines, has announced that they will be spending more of their ad money (20%) on the Web.

Although Patric Blixt of Absolut says that “the print media budgets remain larger”, the new emphasis on the web, with “online playing a more important role than print,” has induced some commentators to get a little carried away. Absolut is “swearing off print in favor of the Internet” according to Joseph Jaffe, calling the move “‘100% proof’ Jaffe Juice validation of the rise of new marketing” and “a new way of thinking.” It is certainly a new way of thinking to call a budget which spends more on print than the web a “swearing off”, even if it is (and it surely is) a sign of things to come.

Unfortunately, old thinking is still holding sway in the legal department, which threatened legal action against two bloggers for using the well-known bottle shape and the Absolut name for a parody of George Bush and his staff. Way to connect with those important web influencers!

This isn’t the first time Absolut, which is not without media guile, has caused a buzz on the web. Its banner ads in 2001 were a way to say “watch this space”, according to their account director at the time. We’re watching.

Posted by Antony in: Media + Marketing