New York, N.Y., September 9, 2013 /PRNewswire/ — Today,ABSOLUT® is proud to announce a game-changing new brand campaign, aiming to connect with the creative spirit in all of us and to inspire artistic transformation around the world. Under the new brand ethos Transform Today, ABSOLUT is collaborating with four cutting-edge artists who ignore fate and break boundaries, transforming themselves and their creative disciplines in the process. ABSOLUT will continue its long history of pushing the boundaries of contemporary culture to connect with the passions of a new generation. The campaign is the first global campaign coming out of the company’s new relationship with creative agency, Sid Lee.
“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 Tåhlin. VP Global Marketing atABSOLUT.
Continuing the brand’s history of championing the cultural impact of contemporary art, ABSOLUT sought out collaborators with daring spirits and a dedication to continuously transform the possibilities of personal expression. Defining the cultural zeitgeist, the four collaborating artists craft their work by changing things, breaking things, challenging conventions and recreating themselves in order to become something more.
“Transform Today is a call to arms— a rallying cry for a generation of creativity to break free from the idea that anything is predetermined and to take control of their future. The brand ethos manifests our belief that tomorrow is not a given, it’s for everyone to create,” says Tåhlin.
The new brand ethos was introduced in the U.S. during preview events titled “Open Canvas” in Brooklyn and San Francisco, empowering celebrated emerging artists and the public to transform the entire street into an extraordinary aesthetic experience. Open Canvas was a demonstration of the tangible transformation that audiences can expect from upcoming phases of the campaign. For the official global launch, the four creative collaborations will be introduced with a TV commercial, a series of print ads, and an online campaign. A new absolut.com will host artist profiles with intimate videos that introduce the creators, the ideas that inspire them, and the goals of their work. Beginning in November 2013, collaborating artists will open up their creative processes for global audiences both online and at interactive events. The initiative will offer participants the opportunity to explore their own creative potential through a variety of media, enabling them to realize their own ability to create the future.
“ABSOLUT has always tapped into the transformative power of art, but we’re looking for a way to do things differently and with higher ambitions, says Tåhlin. With Transform Today, we’ll take a more active part in stimulating transformation and pushing the cultural scene forward.”
In addition to a 60- and a 30-second spot, there are four back-stories presenting the artist’s view on transformation. All videos are available at absolut.com or at the ABSOLUT YouTube channel: www.youtube.com/absolut.
ABSOLUT will also host a challenge that asks fans to submit their creative projects that best represents how they would “Transform Today.” For more information, please visitwww.absolut.com.
ABSOLUT VODKA has been committed to developing innovative flavors since the introduction of ABSOLUT PEPPARin 1986, its first flavored vodka. Since then, ABSOLUT has continued to bring a unique twist to common flavors with products such as ABSOLUT® MANDRIN®, ABSOLUT®CITRON, ABSOLUT® KURANT®, ABSOLUT® VANILIA,ABSOLUT® RASPBERRI, ABSOLUT® APEACH®, ABSOLUT®RUBY RED, ABSOLUT® PEARS, ABSOLUT® MANGO,ABSOLUT® BERRI ACAI, ABSOLUT® WILD TEA, ABSOLUT®ORIENT APPLE, ABSOLUT® GRAPEVINE and ABSOLUT©CHERRYKRAN.
About Pernod Ricard USA®
Pernod Ricard USA is the premium spirits and wine company in the U.S., and the largest subsidiary of Paris, France-based Pernod Ricard SA, which employs more than 18,000 people worldwide and is listed on the NYSE Euronext exchange (Ticker: RI). The company’s leading spirits and wines include such prestigious brands as Absolut® Vodka, Chivas Regal®Scotch Whisky, The Glenlivet® Single Malt Scotch Whisky, Jameson® Irish Whiskey, Malibu®, Kahlúa® Liqueur, Beefeater® Gin, Plymouth™ Gin, Seagram’s Extra Dry Gin®, Martell® Cognac, Hiram Walker® Liqueurs, Pernod®, Ricard®and Avión™ Tequila (through a joint venture with Tequila Avión); such superior wines as Jacob’s Creek® and Brancott Estate®; and such exquisite champagnes and sparkling wines as Perrier-Jouët® Champagne, G.H. Mumm™ Champagne and Mumm Napa® sparkling wines.
Pernod Ricard USA is based in Purchase, New York, and has roughly 850 employees across the country. Pernod RicardUSA urges all adults to consume its products responsibly and has an active campaign to promote responsible drinking. For more information on this, please visit:www.acceptresponsibility.org.
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