In 1986, artist Andy Warhol created a print ad for Absolut Vodka entitled “Absolut Warhol.” This sparked a series of collaborations, called Absolut Art, with other prominent artists like Keith Haring and Ed Ruscha. Each work depicts the artists’ interpretation of the iconic Absolut bottle. Since the first Warhol print, the Absolut Art Collection has expanded to include international artists and various mediums. The Absolut brand has remained closely situated with contemporary art and culture through its Absolut Art collaborations with artists such as Spike Jonze, Swedish House Mafia, and Lady Gaga.
This year, Absolut Vodka will produce four million limited-edition Absolut bottles that recreate “Absolut Warhol.” A Warhol-inspired ad campaign, created by the Sid Lee agency, will launch on October 1, with the theme, “Make the holidays pop.” By revisiting Warhol, Absolut realigns its brand with pop art culture, particularly the energy of New York City nightlife. A classic artist for a classic brand, Absolut recognizes the power in brand collaboration. Joao Rozario, vice president for vodkas at Pernod Ricard U.S said that the promotion is not for the purpose of “bringing the brand back to what it was,” because Warhol is “still an artist consumers today value a lot.”
“The art and night life culture in New York surrounding Warhol was incredibly creative,” Dan Brooks, creative director at Sid Lee, said, “and it’s something we’re taking inspiration from.”
Pernod Ricard, which owns Absolut, has partnered with the Andy Warhol Foundation for the Visual Arts for the campaign; portions of the proceeds will be given as royalties to the foundation.
Absolut is also facilitating an online art exchange for consumers to submit and share their own Absolut Warhol inspired art. One participant will receive an original Warhol artwork.