The e-mail was sent out to over 4,000 recipients and traffic on absolut.de rose by 8% during the week following the send-out. The ABSOLUT Chain Mail, along with other ABSOLUT WORLD activities did its bit to increase sales volume by 38.2% in 2008.

In Spring 2007, ABSOLUT VODKA launched its new brand campaign: IN AN ABSOLUT WORLD. In order to excite people about the brand and its new campaign, ABSOLUT requested communication that went beyond classic media.

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.'