Absolut builds new campaign around rediscovered Andy Warhol bottle painting

Effort includes a limited-edition bottle rolling out in over 50 markets in collaboration with Warhol’s foundation

Published On
Jul 01, 2024
Warhol's blue Absolut painting

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In 1985, Andy Warhol painted two versions of the Absolut vodka bottle. One was used in the famous “Absolut Warhol” ad, the first of what would eventually be more than 500 ads over 20 years featuring artist renditions of the bottle’s outline.

The other painting went missing—before mysteriously turning up at auction in 2020.

That second painting, titled “Absolut Warhol Blue,” is the centerpiece of a new campaign from the Swedish vodka brand that includes ads as well as a limited-edition bottle featuring the same imagery—creating a kind of bottle-on-bottle packaging effect.

Campaign imagery for Absolut Warhol Blue

Campaign imagery for Absolut Warhol Blue

The campaign is produced in partnership with the Andy Warhol Foundation for the Visual Arts, revitalizing the original Warhol partnership and “emphasizing the transformative power of creativity through art,” according to the brand. The foundation will receive a portion of proceeds from sales, just as it did 10 years ago when the brand made bottles based on Warhol’s first painting.

The advertising effort includes a lot of out-of-home, including a pop-up at Amsterdam Airport as well as 3D OOH media and in-store display units at other airports, from London Heathrow to Dubai International, Sao Paulo to Sydney, Madrid to Santo Domingo. The bottle will be available in global travel retail only for the first two months, then roll out in more than 50 additional global markets beginning in September.

The campaign also includes the film below, directed by Santiago Sierra Soler.

 

“We are thrilled to collaborate with the Andy Warhol Foundation to reintroduce this timeless Absolut Warhol artwork,” said Deb Dasgupta, VP of global marketing at Absolut. “Embracing our values of inclusivity and a commitment to fostering a culture of boundless creative expression, we aim to unite diverse voices and spark meaningful conversations to inspire positive change through the transformative power of art. With the limited-edition bottle, we are excited to offer consumers everywhere a chance to become part of the Absolut Warhol legacy and to own their own piece of artwork.” 

See more imagery below.

Campaign imagery for Absolut Warhol Blue

Campaign imagery for Absolut Warhol Blue

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Credits

Date
Jul 01, 2024
Client :
Absolut
Agency :
The Mix Stockholm
VP Marketing :
Debasree Dasgupta
Global Director Communication :
Monica Jungbeck
Marketing Manager Global Comms & Content :
Ylva Lundberg
Marketing Manager Product & Innovation :
Gavin Boland
Senior Manager Public Relations :
Ulrika Lövdahl
Creative Director :
PJ Lindqvist
Creative Director :
Jenny Åberg Hüttner
Chief Creative Agency :
Josephine Li
Account Director :
Jenny Huurinainen
Lead Art Director :
Karl Glendor
Lead Project Manager :
Anna Sanchez
Designer :
Annefrid Lundgren
3D Artist :
Linda Molin
Art Director :
Sofia Skogquist
Copywriter :
Vendela Bergström
Motion Designer :
Jolanda Fiers
Copywriter :
Stefan Gregory
Final Art :
Sofia Jägerström
Project Manager Digital Content :
Fariz Syed
Project Manager Social media :
Emelie Drakenberg
Project Manager DOOH :
Alex Picha
Production :
Parapix
Director :
Santiago Sierra Soler
Executive Producer :
Sebastian Aaseby
Producer :
Viktor Akberg
Producer :
Dilun Riad Edmon
Production Manager :
Dominique Kaireus
DP :
Diego Garcia
Still :
Anders Kylberg
Art Direction :
Fritjof Granstrom
Stylist :
"Chino" Raul Castilla
MUA :
Ignacio Alonso
Movement Director :
Freddy Houndekindo
Editor :
Linus Johansson
Grade :
Jamie Noble
Motion Graphics :
Oscar Järviken
Composer :
Ignacio Ferrarazzo
Sound Design :
Mattias Kocken Eklund
Online :
Rajdarn Eldorado
Music Supervisor :
Jenny Ring
OOH Production Company :
Territory London

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Project Type