Running with the strapline In an Absolut World , the campaign will invite consumers to discuss current events and subjects that engage them, according to a spokesman.
It will initially launch
in Germany and the US, followed by the UK and 11 other markets by the end of the year.
Ketil Eriksen, president of V&S Absolut Spirits, said: "This is the next step in the development of our brand and the beginning of a new era in the marketing of Absolut vodka. Our goal is to use all the communication opportunities of the 21st century to attract consumers to Absolut."
Grapefruit-flavoured Absolut Ruby Red was the ninth member of the Absolut vodka family to be added in April.