A true creative icon
In 1985 Absolut invented the idea for a brand to collaborate with the creative community by inviting art legend Andy Warhol to interpret the Absolut brand. Warhol, who was enthralled by the artfulness of the bottle, was happy to oblige. He was soon followed by Keith Haring, Kenny Scharf and other well-known artists. Since then, more than 400 pieces of art, fashion and music have been created for the brand. In the era of the Internet the definition of creativity has been widened to include even more creative disciplines. Great Works has through the years helped Absolut collaborating with luminaries such as musician Lenny Kravitz, comedian Zach Galifianakis and fashion designer/artist Helmut Lang.
Entertainment and Utility
In the new world of media, there are more channels, television shows, titles, games, You Tube clips, sites and blogs to choose from than ever. And it’s easier than ever to avoid unwanted advertising. Just skip it, block it or avoid clicking it. The trick here, we have learned, is to create stuff our audiences care about. Absolut’s online presence is set up around the two pillars of entertainment and utility.
Introducing the Absolut digital eco system
Absolut’s goal of engaging their audience online through entertainment and utility is reached through three basic platforms.
The global hub for the brand
Here we find the global brand site absolut.com, and all local versions of the brand site.
Launched in 2008, the site is currently the world’s most visited spirits brand website.
The Absolut Drinks platform
Absolut sells vodka, but people drink drinks. To bridge this gap, we created the Absolut Drinks platform. The platform includes the the service absolutdrinks.com, help you find perfect cocktail recipes
for your absolute home party. Whether you’re looking for a specific mojito recipe
or any number of rum drinks
, Absolut Drinks will help you out.For bar settings the mobile application Drinkspiration by Absolut was created. The application, currently available for the iPhone guides you to the perfect drink in a bar.
Absolut is well-known for its creative advertising. Online, campaigns are brought to life through creative collaborations with visionaries from around the world.