Absolut vodka is taking a regional approach to its marketing by launching a series of posters unique to five cities.
The campaign uses references that are familiar to each area and Manchester is the first venue for an ad.
The brand’s distributor, Maxxium UK, said a play on the colloquial term ‘our kid’ had inspired the strapline ‘Absolut Our Kid’ to run with a picture of the vodka’s iconic bottle and its smaller sibling.
Birmingham will have an ‘Absolut Balti’ ad and Londoners will see an ‘Absolut Flatshare’ poster, where two toothbrushes recreate the bottle’s shape.