Absolut
Absolut Warhol: a cultural icon reimagined
Few brands have embraced artistic expression as meaningfully as Absolut, and few of the 550 artists inspired by the brand’s iconic bottle have such a significance as Andy Warhol. After all, he started it all. Having blurred the lines between commerce and creativity by painting soup or soap brands in the 60s, he turned to Absolut Vodka in 1985. Inspired by the bottle and its pristine potential as a creative canvas, Warhol created two different art works. The first Absolut Warhol painting was used in the 1985 ad campaign and became a pop art icon and creative catalyst for the brand. The other went underground for decades. By making it acceptable for respected artists to collaborate with brands, Warhol initiated one of the most fertile cultural exchanges of the last half century.
A masterpiece returns
Warhol’s legacy lives on with the latest limited Absolut edition, Absolut Blue, which uses the rediscovered masterpiece from that very first Warhol session. The never-before-seen painting resurfaced at auction in 2020, was restored to the Absolut art collection, and now graces a limited-edition bottle that honours the originator. The unique and immersive design brings Warhol’s iconic painting to life, magnified by the Absolut Vodka inside. By revisiting the brand’s first-ever artistic collaboration, Absolut didn’t just pay tribute to its past, it reasserted the brand’s place at the forefront of culture.
A brand reignites relevance
Absolut Warhol reaffirms that creativity isn’t just a legacy for Absolut - it’s a driver of the brand’s future. In an era where consumers increasingly value purpose and culture, this limited edition allowed Absolut to revisit the brand’s iconic heritage to deepen the connection with a new generation while reigniting passion among fans. This initiative stands as a testament to how the Group is curating timeless brands with cultural relevance and shareholder value at their core.
A blue bottle wins Gold
Launched in 50+ markets, the bottle created tangible business value by driving consumer engagement, strengthening premium positioning, and fuelling incremental growth. It earned media reach of +1,6bn with brand consideration up by +11%(1), and won Gold in the 2024 Spirits Business Design Masters.
Launched in 50+ markets