The objective with the campaign is to make people think about the meaning of the word ABSOLUT again. In the first phase, people upload their own favorites within the given categories, all in the fields of popular culture such as film, the internet, books, fashion, food, drinks, traveling, and so on. In the second phase, two to ten nominees are selected for voting. By the end of 2007, THE 100 ABSOLUTES list will be complete.Target Group: Those of legal drinking age (21 in most markets) to 35 years old, mainly living in metropolitan areas.