Struggling vodka brand Absolut returned to TV this week with a second run of its Absolut Manifesto campaign. 

The ad, on air till the end of next month, forms part of Pernod Ricard's strategy to "re-premiumise the brand", which is down 39.3% in value and 47.4% in volume [Nielsen 52w/e 12 June].

"The objective when we acquired Absolut in 2008 was to pursue a value strategy that would lay the foundations for long-term success," said Mark Hamilton, head of marketing for vodkas.

"We have moved away from deep discounting, successfully growing our average price over the past 52 weeks to £13.82 [up £1.65 on last year]."