Absolut Genius.

Artertising. Drinkspiration and Absolut Genius

The history of the Absolut vodka brand resembles somewhat of a Shakespearian play. Kings of Vodka, Vodka Wars and branded, a creative mastermind of its era. A brand, that inspires designers, marketers and most importantly, the consumer. For the past 30 years in particular, Absolut has led the way in marketing that blurs the lines between advertising and art... and the 2011 marketing campaign hasn't left anyone disappointed.

In collaboration with a new generation of artists, Absolut Vodka is introducing Absolut Blank; a global creative movement in which Absolut appears as a catalyst for cutting-edge creativity. The global initiative, which launched last month, comprises 18 artist collaborations, films, print and outdoor advertising, consumer experiential events and a digital art piece that lives and evolves on mobile phones.

Absolut has shaken up, not only the way in which vodka is marketed, but also marketing within the drinks industry and indeed, further afield. With more channels to promote via (social networks, mobile, apps, interactive billboards) it is becoming ever more important to offer an integrated, consistent and unified marketing campaign, so not to blur the brand message.

Art is Absolut's secret weapon. One simple design brings multi-channel marketing onto one page ensuring that the message of creativity, innovation and sophistication is not lost on the consumer.