Absolut Seeks Growth Through 'Fu'

WSJ.com
"Absolut vodka is celebrating the Chinese New Year, which began last week, with its most aggressive integrated advertising and marketing campaign in China to date. The 'Absolut New Year' effort centers on the Chinese character 'fu,' which means 'blessing' or 'fortune.' The character, often printed upside down during the new year holiday to mean 'fortune arriving,' will be prominent in print ads, on billboards and in a new Chinese-language Web site. Absolut, a unit of V&S Vin & Sprit, also will run promotions in bars, restaurants and liquor stores."