Sid Lee makes the holidays pop for Absolut
ABSOLUT is seeking to counter intensifying competition from other vodka brands as well as a revival of interest in “brown” spirits like bourbon by bringing out bottles based on a collaboration in the 1980s with the artist Andy Warhol.
Four million Absolut bottles are to be introduced around the world in a limited-edition look that recreates a bottle created by Warhol for a print ad, titled “Absolut Warhol,” from 1985 (or 1986; the dates differ in the Absolut archives). The bottles, priced the same as regular bottles of Absolut, are being produced through a partnership between Pernod Ricard, which owns Absolut, and the Andy Warhol Foundation for the Visual Arts; the foundation will receive a portion of the proceeds as royalties.
The bottles will be promoted in a campaign beginning on Oct. 1, created by the Sid Lee agency and carrying the theme “Make the holidays pop” — invoking Warhol’s status as a master of Pop Art and encouraging drinkers to stock up on Absolut for Christmas. (Yes, a liquor bottle based on a liquor ad is being brought to life and will itself appear in ads. Very Madison Avenue meta.)
Read the full story at the New York Times.