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While veteran vodka brand Absolut was busy launching its latest ad campaign, upstart Vodka 360 was just coming out of the gate. Absolut might not fear 360, but this new brand is focusing single-mindedly on the environment as a platform. From the process to the packaging; 360 is trying to be squeaky "green".

360 may get its 15 minutes of fame, but ultimately the brand leaders, like Absolut, will integrate environmental values into their brand.

It's all about timing and trying to second guess the tactics of your largest competitors.

360 hopes that the brands are slow and challenged; Russian brands might have a tough time persuading anyone that they are green, but this could be easier for the Scandinavians