Absolut Cool

Sure, the company's new website is sexy. But will it move the wheat juice?

Absolut is a leading producer of corporate chic. It has to be. Why else would you pay $35 for a clear, odorless liquid when a nearly identical bottle of Popov or some other supermarket brand is priced below $10? Is it Absolut's superior distillation process? Is it a company history stretching back 160 years? Perhaps it's the organic wheat, grown and harvested in idyllic Ahus, Sweden?

No, sucker. It's the mental image Absolut has created of you, sipping fabulous cocktails in a swanky nightclub, surrounded by beautiful people who hang on your every witty word.

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Business 2.0, Thomas Mucha, September 07, 2004

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