Absolut is giving a nod to the iconic status of Andy Warhol by launching a new limited-edition bottle in collaboration with the Andy Warhol Foundation.
The intricately-designed bottle comes after the Pernod Ricard-owned brand rediscovered the artist’s ‘blue’ painting, a lesser-known iteration of the famous black painting, back in 2020.
Coming almost 40 years after the brand first joined forces with the American artist, the bottle itself includes both internal and external design components, with a blue that mirrors the painting and final touches including an image of Warhol himself and his original signature.
It will be rolled out across 50 global markets, launching with a pop-up at Amsterdam Airport.
It will then be seen across travel retail with in-airport promotional spaces and display units, including London Heathrow where it will be showcased with immersive 3D OOH.
A hero short film tapping into Warhol’s cultural legacy has also been created by renowned Mexican director and photographer Santiago Sierra Soler.
Played to the sound of T-Rex’s ’20th Century Boy’, the short film features Warhol’s blue brush strokes and mixes the past with the present by highlighting historic references.
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“We are thrilled to collaborate with The Andy Warhol Foundation to reintroduce this timeless Absolut Warhol artwork to the public. Embracing our values of inclusivity and a commitment to fostering a culture of boundless creative expression,” said Absolut global marketing VP Deb Dasgupta.
The Andy Warhol Foundation director of licensing marketing and sales Michael Dayton said: “Our collaboration with Absolut Vodka celebrates Warhol’s enduring artistic legacy and cultural influence through his belief in the power of art to provoke thought and inspire change.”
