Three Swedish creatives have made a difference with a small campaign that has had a huge impact. Johan Gustafsson, Linda Iuta Fryxell and Johan Angantyr, creatives at agency, Differ, created the movement, Absolut Boycott, privately with a single ad, protesting the company’s decision to return to selling vodka in Russia.

Their ad spread across social media, adding to the protests of a number of politicians and companies. The tweeted ad received 450,000 views, 446 retweets and 5,740 likes. As well, Svenska Brasserier, the group that owns Riche and Sturehof, chose to stop buying Absolut and other Pernod Ricard products. Absolut cancelled its participation at the Beer and Whiskey Fair in Gothenburg. An Absolut Vodka exhibition in Kristianstad was also cancelled.

And finally, Absolut reversed its decision to resume selling in Russia.

Stephanie Durroux, chairman and chief executive officer of The Absolut Company at Pernod Ricard made the announcement in an internal memo, stating that the company did not want to expose employees and partners to criticism and that the protests reflect the role of Absolut in Swedish society and the company understands the importance of the long-term and trusting relationships that it has with its Swedish employees, partners, consumers and Swedish society at large.

“Chances are this decision has already made irreparable damage to the Absolut brand, but with the quick turnaround of events, at least it wasn’t able to contribute to the funding of Russia’s illegal war in Ukraine,” stated Linda Iuta Fryxell.