Absolut Names G2 to Design, Branding Account

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Swedish liquor maker Absolut Co. yesterday named design and branding agency G2 as its agency of record for on-premise design and branding efforts.


Part of Grey Global Group, New York-based G2 replaces incumbent Upshot, Chicago, a division of Halo Industries. The size of the account was not disclosed.


The appointment is meant to highlight Absolut's emphasis on marketing in locations where products such as Absolut Vodka, Absolut Peppar, Absolut Citron, Absolut Mandrin and Absolut Kurant are sold.


G2 is responsible for creating Web design projects, collateral materials, promotional programs, environmental design and displays for bars, nightclubs and restaurants stocking Absolut products.


Services offered by G2 include collateral and package design, logo development, product naming, environmental design and retail media. Clients have included the New York Lottery, autobytel.com, Procter & Gamble Co., Panasonic and British American Tobacco.


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