The campaign breaks this week as the product hits shelves and bars in the US, but weeks before any advertising is due to appear. Visitors to the will get a sneak preview of Absolut Vanilia in a campaign that it claims will give a "dynamic sensory experience" of the product.
Features on the site include two interactive online parties, where visitors can make friendships with virtual Absolut partygoers, and a section of tips on mixing cocktails from New York's Trust Bar.
Users can also send online invitations to friends for real-life off-line parties.
Eva Kempe-Forsberg, vice-president of marketing at The Absolut Company, said: "For the first time, Absolut is using the web as a leading channel for the launch of a new flavour. Absolut.com will entice spirits connoisseurs and consumers with the distinct robust character of Absolut Vanilia, bringing them into the world of Absolut and allowing them to experience Absolut Vanilia in their own way."
Absolut uses Omnicom Group agencies FitzGerald Communications and TBWA\Chiat Day, as well as the Swedish design agency Springtime for its marketing communications.
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