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Bringing an iconic limited edition to life through activations

Brand Strategy / Launch Strategy and Campaign / Creative Campaign / TVC / Out of Home
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The Brief →

Bring Absolut’s newest Limited Edition bottle to life in GTR and retail

Absolut are famous for their limited edition bottles, and 2024’s was no different - featuring a re-discovered artwork by Andy Warhol.

But with so many competing limited editions, how could we escape the sea of sameness and drive desirability and differentiation to make this bottle feel truly special?

We needed to Re-Mix how Absolut promoted their artist collaborations in a way that would get people to stop, take notice, and compel them to buy it…

The Idea →

Warhol For All

We treated the Limited Edition bottle like art, giving shoppers the chance to own an iconic Warhol, to drive conversion.

Andy Warhol revolutionised the art world by making it more accessible to all. Building on his legacy, we democratised how art is shared, viewed and interacted with — proving that anyone can own a masterpiece.

THE BELOW-THE-LINE CAMPAIGN

We developed a flagship experience area where our creative idea could truly come to life.

We remixed product display to become a Warhol-esque pop art gallery, complete with viewing areas, artwork GWPs and interactive digital displays. To supplement this, we also developed several in-store semi-perm displays for further visibility.

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THE BELOW-THE-LINE CAMPAIGN

We carried the idea through to bring a work of art into main retail

For the main format retail launch, we developed a shopper strategy and suite of assets to continue the theme throughout stores. From innovative, movement-triggered digital window displays, all the way through to bold L3F display and eComm, we made sure that our campaign was unmissable.

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The Results →

The campaign delivered on commercial and brand KPI’s

  • +4% year on year growth
  • +10% brand uplift where listed
  • 9% Absolut Warhol contribution to sales globally
  • 14 key global airports
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