Absolut just unveiled the latest creative inspired by its ongoing
“Absolut Perfection” campaign, this time in celebration of the Queen of Pop’s latest album.
The vodka brand has signed on as the official vodka partner for Madonna’s
“Confessions II,” which will be released July 3.
Absolut teamed up with design agency Special Offer (which created the visual identity for “Confessions II”) for
“Absolut Icon,” the new campaign inspired by the brand’s history of partnering with celebs like Andy Warhol, Keith Haring and Versace.
The creative is described as a
“reimagining of the brand's instantly recognizable bottle silhouette through the lens of Madonna's enduring influence.”
The hero ad features Madonna posing in the purple corset
bodysuit she originally wore 20 years ago at the 2006 Grammy Awards as well as in her “Sorry” music video.
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“Madonna continually moves culture forward through fearless
self-expression, making this partnership feel both incredibly authentic and deeply meaningful for Absolut,” said Caroline Begley, vice president of marketing at Pernod Ricard USA, in a
statement. “The release of 'Confessions II' is a cross-generational milestone and we're here to add some heat to the occasion with bold Absolut Tabasco cocktails and spicy dance floor
moments.
Shot this year by photographer Ricardo Gomes, the new “Absolut Icon” creative will appear in queer community publications as well as along Pride parade routes across the
country this month. The brand will also make a donation to GLAAD, with which Absolut has been an official partner since 1989.
Absolut kicked off its partnership with Madonna last month with a
surprise late-night appearance and album sneak peek at well-known nightspot The Abbey in West Hollywood. Additional experiential events supporting the album will take place across the country
throughout the summer.