In an Absolut world … consumers forget about your old campaign. Or at least embrace your new one.

And that's been the good news for the Swedish liquor company, which last year ditched its "Absolut ______" bottle-shaped print campaign for the global launch of the fresher "It's an Absolut world."

And in what many might call a saturated vodka market, Absolut is seeing gains: sales are up nine percent, with market share in the U.S. increasing, reports AdAge. Absolut is the nation's No. 2 vodka, behind Smirnoff.

Absolut also has two other spin-off campaigns: Global Cooling, which makes it chic to be green (but so does buying a Lexus), and Absolut Visionaries, where important types offer their marketing-friendly copy of what would their ideal, or Absolut, world would look like.

For some, apparently, an Absolut world includes having vodka built into your blood cells. Some arguments, meanwhile, we don't disagree with.