The company TBWA was the one that created one of the most successful, and longest running, campaigns. The idea came to South African art director Geoff Hayes while in the tub. It very simply featured the distinct Absolut bottle in the center with the title “ABSOLUT ____”, which could be filled in to meet whatever direction the company was looking for.
Over the years the ads have been altered to match various locations, like U.S. states or cities, cultures, trends, holidays, or new products. The ads were also some of the first to embrace the gay community.
Everything worked out for Absolut. As of 1994, they have been in the top ten international premium spirits blend.
Source: Absolute vodka posters