Our Challenge
Absolut has a proud history of limited edition bottle designs. In 1985 Andy Warhol fell in love with the iconic bottle design and became the first artist to create original art for the brand, contributing to famous campaigns throughout his career, and setting the stage for Absolut’s now-famous artistic collaborations. Working with the Warhol foundation and his original art piece, we conceived the ’15 Mins of Fame’ campaign platform.
This exciting, avant-garde 360-degree strategy engaged consumers, incentivised bartenders and delivered visibility to support the Pernod Ricard launch activation. The limited edition bottle raised On-Trade interest and brand profile and continues to be a source of great pride for Absolut.
Our Approach
We created a fully-integrated, colourful campaign that fed into PR, social media and ATL. Our creative platform drew inspiration from Warhol’s quintessential silk screen medium, his loose pen work and vibrant palette, and successfully championed the brand in the fast-paced vodka market. We brought the unique ‘Colour It Warhol’ word marque to life through a host of ‘Route to Market’ kits designed to support the On-Trade, Off-Trade and the art exchange. Our digital ’Selfie’ campaign also successfully supported consumer digital activation.
“Art is anything you can get away with” – Andy Warhol –
Our Solution
In revisiting and reimagining their most famous campaign, we were able to build on Absolut’s rich history and harness the chaotic and creative energy of the Pop-Art movement, channeling it expertly into fresh iterations on route to market wholesale – drip mats, coasters, table talkers… – all while staying true to the classic ad format and the spirit of the original artwork. The result was an eye-catching campaign that at once, felt both familiar and unique.
