Absolut
Inducted in 1993

It was Absolut Gumption guided by Absolut Genius. An imported vodka from the least likely of countries-Sweden-was girded to compete with the leading import from Russia (Stolichnaya) with an odd-shaped bottle, a premium price, and one great weapon-an unorthodox ad campaign.

It's now making Absolut History as one of the most successful ad and marketing campaigns of the century. Absolut Vodka began its life in America in 1980 selling 12,000 cases a year-a mere trickle. By 1983, it was up to 160,000 and it's been a deluge ever since, with 3 million cases sold last year. To say it has achieved its goal of gaining a share of the vodka market is an understatement. It's brought vitality to the category, surpassed the other premium imports and can stake its claim on being the largest selling imported spirit of any kind. What's more, its brand recognition quotient among consumers is exceptionally high in spite of the ad and promotional restraints imposed upon alcoholic beverages.

Credited with this ever-amazing epic are Michel Roux, chairman and CEO of Carillon Importers which distributes the brand in the U.S., and TBWA Advertising. Uniquely, they understood from the start that advertising was the key to creating a perceived image for the brand. They fashioned a personality with the campaign, casting that now famous silhouette-the bottle-as hero. A simple but compelling tagline pairs the quirky Absolut name with words that convey quality. The first ad was inspired and is now immortal-Absolut Perfection, with a halo crowning the photo of the bottle.

And, talk about perfection ... the Absolut campaign is an enviable perennial. It remains fresh and topical because it embraces the dynamic worlds of art and fashion. It is continually being energized with new spins and expansions. It's a brand worthy of the honor of being among the first inductees into the Marketing Hall of Fame.