‘One plus one can equal three’: Absolut on the power of brand collaborations
Collaborations can be just as powerful delivering cultural relevance rather than purely commercial results, explains marketing boss Deb Dasgupta.
Collaboration is something that exists “in the DNA” of Absolut. The vodka brand has a long history of working with artists and other brands to create something greater than the “sum of parts”, explains global marketing vice-president Deb Dasgupta.
Continuing that spirit of collaboration, Absolut has announced a limited-edition bottle created in collaboration with The Andy Warhol Foundation. The brand and Warhol have a long-standing association. Warhol was the first artist to create art of the Absolut bottle, with his 1985 piece ‘Absolut Warhol’ considered an iconic work of art.
Since then, Absolut has collaborated with artists like Damien Hirst and Keith Haring, with Dasgupta claiming the bottle has acted as a “catalyst for expression” for decades.
