MESSAGE IN A BOTTLE

Unlike countless product-sponsored sites that just hawk their wares, Absolut Vodka's (www.absolutvodka. com) targets consumers with a series of quirky and artful Net installations. Currently on view is Absolut Panushka, an animation festival curated by Cal Arts associate professor of animation Christine Panushka. Featuring all 25 shorts that debuted at this year's Sundance Film Festival, the Troon studio-designed site includes works by rising and established animators. ''I thought the Internet might be a good way to...generate interest in the art form,'' says Panushka, 41. The distiller's stated strategy -- linking its product with art -- seems to be paying off: The Absolut bottle has become absolutely ubiquitous. Panushka, debuting two shorts per week, will have acquired the entire collection by April's end.