| Title | ANDY WARHOL EDITION |
| Brand | THE ABSOLUT COMPANY / PERNOD RICARD |
| Product/Service | VODKA |
| Category |
D02. DRINKS |
|
Entrant Company
|
FAMILY BUSINESS Stockholm, SWEDEN
|
|
Advertising Agency
|
FAMILY BUSINESS Stockholm, SWEDEN
|
Credits
| Mårten Knutsson |
Family Business |
Creative Director |
| John Lagerqvist |
Family Business |
Creative Director |
| Fredrik Lindquist |
Family Business |
Design |
| Felix Andersson |
Family Business |
Design |
| Anna/Karin Rosén |
Family Business |
Final Art |
| Martin Werner |
Family Business |
Account Director |
| Frederika Curry/Ohlson |
Family Business |
Account Manager |
| Elin Berg |
The Absolut Company |
Marketing Manager |
| Hedvig Corell |
The Absolut Company |
Marketing Manager |
| Magnus Bidestam |
The Absolut Company |
Director Trade Marketing |
| Nodjame Fouad |
The Absolut Company |
Director Communication Development |
| Mathias Westphal |
The Absolut Company |
Brand Director |
| Jonas Tåhlin |
The Absolut Company |
Vp Marketing |
Brief Explanation
The usual artistic considerations and the compromises you face when manufacturing large scale in an industrial glass works, nothing else.
The Brief
To stand out visually in the cluttered retail space in the most hectic period of the year (october-december), to tell shoppers about the brand’s history with art, and to create a bottle that consumers buy at full price in a time when most brands are discounting.
How the final design was conceived
Absolut have collaborated with more than 1000 artists to interpret the bottle and the brand. Andy Warhol was the first, back in 1986.
Andy Warhol did more than 50 works featuring the Absolut bottle. We worked together with the Andy Warhol Foundation to create a bottle like Andy would have. The 50 works were the starting point, all details are from them.
After careful consideration, we printed the black on the rear of the bottle, to recreate the depth and vibrancy of the original work.
Indication of how successful the outcome was in the market
Absolut Vodka Andy Warhol Edition was an instant success. It sold out in many outlets after less than one month, while the campaign is intended to run for three months. We made approximately four million bottles. They are sold in more than 100 countries, most often at the same price as a standard Absolut bottle.