Absolut, the vodka whose bottle-icon campaign was one of the most high-profile campaigns ever, is about to radically alter its marketing strategy away from print to the Internet.

The move is a significant shift for a marketer whose print advertising crossed the barrier from mere liquor promotion into the lexicon of pop culture. The new direction was forced by consumers' changing tastes in media as well as fierce competition in the vodka category, the company said.

"Online plays a more important role than print. Print is not the key media anymore," said Patric Blixt, communications manager for new media at Absolut in Stockholm, Sweden. "Our consumer is more focused on the Internet and mobile communication so we're shifting also. We're evolving the iconic advertising, making it more inclusive and modern with the same wit and creativity we used in our offline advertising."

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