But Richard Lewis, TBWA’s former worldwide managing director of the Absolut model, stated the company had initially opposed utilizing the artists.
“Michel pushed us on that,” Mr. Lewis stated in a phone interview. “The agency was against because it wasn’t their idea, but more so because the brand was doing well, and they didn’t want to splinter the existing campaign. They weren’t ready to use an artistically driven bottle.”
Ultimately, Mr. Lewis stated, the artist-created advertisements accelerated the marketing campaign by attracting different artists, in addition to Hollywood stars and others among the many wealthy and well-known, as Absolut shoppers.
Mr. Lewis wrote a e-book in regards to the marketing campaign, “Absolut Book,” printed in 1996.
“He was a very demanding fellow who loved anybody who had an idea,” William Tragos, a founder and former chairman and chief government of TBWA, stated of Mr. Roux in an interview. “So to our creative people he was an encourager. But at the same time, he was able to say, ‘That’s not good enough.’ ”
Mr. Roux used Absolut promoting as early as 1981 to courtroom homosexual and lesbian shoppers, believing they had been trendsetters. In 1992, Carillon sponsored a 16-page portfolio of works by homosexual and lesbian artists within the homosexual periodical The Advocate. It included pictures of same-sex marriage, a gay-pride parade and the 1969 Stonewall rebellion.
Absolut turned a company sponsor of the Gay & Lesbian Alliance Against Defamation in 1989.
The model overtook Stolichnaya because the No. 1 imported vodka in 1985, and held that rank till 2015, when Svedka, one other Swedish product, overtook it, in keeping with Impact Databank, which tracks tendencies within the alcoholic beverage business because the analysis unit of M. Shanken Communications.