The iconic vodka brand Absolut has launched a new campaign called “Transform Today.” Evolving from its past advertising that incorporated artists such as Andy Warhol, the new campaign features four artists that the brand says “craft their work by changing things, breaking things, challenging conventions and recreating themselves in order to become something more.”
This is a big move in two ways, first is the realization that the old Absolut model of placing a beautiful print ad on the back of a magazine doesn’t work anymore. They wanted a new way of talking to their consumers and to inspire them creatively. They are looking at making sure that the concept of creative transformation is experienced in events more than just traditional advertising. The campaign is making its mark about what they believe in as a brand, which is “the future is not a given, it is what you create”.
The second big shift is how the brand works with agencies. They no longer work with just one big agency, namely TBWA, they now use a lot of different agencies producing various assets.
This first wave of content is from agency Sid Lee, and includes TV, print and videos featuring four of today’s most exciting, emerging artists from a range of creative disciplines. Woodkid, Rafael Grampá, Yiqing Yin and Aaron Koblin.
Discover more stories of transformation at www.absolut.com
“This is an exciting moment for Absolut. 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,” says Jonas Tåhli, VP Global Marketing. The brand’s website,www.absolut.com, will serve as the center for much of the produced content. Tåhlin also indicated the success of the program will include new metrics, including share of conversation, and that this campaign represents a long-term investment for the brand and is not being judged based on short-term lift in product sales.