When Pernod Ricard announced that it would resume exports of Absolut Vodka to Russia in 2023, public reactions in Sweden were immediate.

 

Together with the blog Cornucopia and author Lars Wilderäng, Differ created Absolut Boycott, a powerful visual that reimagined Absolut’s iconic advertising style as a symbol of war and protest. The image spread rapidly across social media, was picked up by international media, and became a rallying point for consumers, restaurants and businesses boycotting the brand.

 

Within days, the pressure led Pernod Ricard to reverse its decision and eventually cease operations in Russia entirely. The case demonstrated how a single idea, amplified by culture and public engagement, can create real impact.