Absolut: Åhus Akvavit by Company & Co.

The Absolut Company owned Åhus Akvavit wanted to tell Sweden about its smooth taste profile. But it’s so smooth that trying to describe it alone is illegal to advertise. The solution? The censored taste.

Crayfish parties, Christmas, Midsummer and Easter. The Swedish spirit Akvavit has a long history in its home country. But the very traditional akvavit category got a challenger when The Absolut Company launched Åhus Akvavit, a contemporary and much smoother version of a traditional akvavit.

The ad agency Company & Co. was appointed the task of telling the Swedes about the smooth taste of Åhus Akvavit, but there were some Swedish alcohol advertising laws lurking around the corner.