"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. "We're evolving the iconic advertising, making it more inclusive and modern with the same wit and creativity we used in our offline advertising."
Having said that, Names@Work points out that Jaffe might have gotten a little carried away in his Web enthusiasm when he said Absolut is "swearing off" print ads. The print advertising budget is still the biggest chunk of marketing spending. But I think Jaffe is right in recognizing that Absolut's move to the Web is significant.