Every person has his or her own idea of the perfect world. Therefore ABSOLUT decided in 2008 to realize its brand campaign just as multi-faceted regarding the use of media: on posters, in print ads, in TV commercials, online, on packages, by means of scratched window panes in public transportation, etc.

Everybody hates chain mail. They are stupid, time-consuming and fill your inbox with junk. In the context of its brand campaign IN AN ABSOLUT WORLD - which shows a world that is as perfect as its Vodka - ABSOLUT wanted to comment on this problem: By turning the whole concept of chain mails into a big joke.It reads: 'If you forward this message to 10 of your friends, great misfortune will overtake you. If you delete it immediately you will gain love, money and infinite wisdom.'

The ABSOLUT Scratchings and all the other activities for IN AN ABSOLUT WORLD worked really well, especially in sales figures. With a 39,2 % rise in sales volume in 2008.