This book is the controversial story behind the ubiquitous and revered "Absolut" vodka, and the marketing campaign that has made it one of the world's leading and most recognised brands. Carl Hamilton found that publishing this book in Sweden would cost him his job at a prestigious economics institute, as the drinks industry applied pressure on Hamilton and his employers to prevent the book from being published.
Hamilton unravels the controversial story behind the award-winning "Absolut" advertising campaigns and how they were created. With humour and genuine insight, he reveals the egos, money, and events that turned an ordinary drink into a global brand that today generates millions of dollars in profit. But 'Absolut' is also the story of advertising, for within the book lies the many secrets and truths about what really goes on in the world of big-money advertising and marketing. Far from precision planning and execution, this book demonstrates the wildness and randomness of the big advertising firms and their big spending clients.
