Beverage Industry

Absolut launches new global brand campaign

Brand partners with artists to encourage creativity, artistic transformation

September 9, 2013

Absolut, a brand of New York-based Pernod Ricard USA, launched a new brand campaign called Transform Today with creative agency Sid Lee, New York. By collaborating with four artists, the brand aims to connect with the creative spirit of consumers and to inspire artistic transformation around the world, it says.

Continuing the brand’s history of championing the cultural impact of contemporary art, Absolut sought out collaborators with daring spirits and a dedication to transform the possibilities of personal expression, it says. The four collaborating artists — Woodkid, Aaron Koblin, Yiqing Yin and Rafael Grampá — craft their work by changing things, breaking things, challenging conventions and recreating themselves in order to become something more, it adds.

Woodkid is French artist who transforms from illustrator to designer to director to musician. Aaron Koblin is an American digital media artist with strengths in art and technology, known for his transformative visualization of digital data. Yiqing Yin is an emerging fashion designer from France who has already challenged and transformed the traditional world of haute couture. Rafael Grampá is a Brazilian graphic novel artist who transforms graphic design by looking at each page he creates as choreography instead of simply storytelling, the brand explains.

“This is an exciting moment for Absolut,” said Jonas Tåhlin, vice president of global marketing at Absolut, in a statement. “For 30 years — ever since our first art ad was created by Andy Warhol — globally renowned artists have made amazing works inspired by our iconic bottle. Now, we are transforming the way we collaborate with artists.

“Transform Today is a call to arms — a rallying cry for a generation of creativity to break free from the idea that anything is predetermined and to take control of their future,” he continued. “The brand ethos manifests our belief that tomorrow is not a given, it’s for everyone to create.”

The campaign was introduced in the United States during preview events titled “Open Canvas” in Brooklyn and San Francisco, empowering celebrated emerging artists and the public to transform the entire street into an extraordinary aesthetic experience. Open Canvas was a demonstration of the tangible transformation that audiences can expect from upcoming phases of the campaign, the brand says. For the official global launch, the four creative collaborations will be introduced with a TV commercial, a series of print ads, and an online campaign. Additionally, www.absolut.com will host artist profiles with videos that introduce the creators, the ideas that inspire them, and the goals of their work. Beginning in November 2013, collaborating artists will open up their creative processes for global audiences both online and at interactive events. The initiative will offer participants the opportunity to explore their own creative potential through a variety of media, enabling them realize their own ability to create the future.

“Absolut has always tapped into the transformative power of art, but we’re looking for a way to do things differently and with higher ambitions,” Tåhlin said. “With Transform Today, we’ll take a more active part in stimulating transformation and pushing the cultural scene forward.”

Absolut also will host a challenge that asks fans to submit their creative projects that best represent how they would “Transform Today.”

For more information and/or to view the TV spot and artist videos, visit www.absolut.com.