ABSOLUT VODKA launches “Drinks”, the latest work of a new generation of creative collaborators. Through collaboration with some of the most creative and exciting personalities of t...

ABSOLUT VODKA launches “Drinks”, the latest work of a new generation of creative collaborators. Through collaboration with some of the most creative and exciting personalities of today, “Drinks” brings the cocktail world to life with renowned fashion photographer Ellen Von Unwerth and critically-acclaimed actresses Kate Beckinsale and Zooey Deschanel to celebrate unique ABSOLUT drinks.

With the tagline, ‘Every Drink is an Exceptional Experience,’ the new ads pay tribute to those drinks that have changed the scope of the cocktail community. The initiative underlines that each cocktail starts with a story – from the legendary lore of the Bloody Mary’s creation at Harry’s Bar in Paris to the modern interpretation of the Cosmopolitan credited to veteran New York barman Toby Cecchini.  Honoring these classic cocktails, that have been part of the norm in the cocktail world for decades, ABSOLUT VODKA today unveils its latest tribute to the cocktail culture.

“‘Drinks’ is a witty interpretation of four classic cocktails that pay homage to the legacy of ABSOLUT VODKA as a truly iconic spirits brand and the key ingredient in making these drinks an exceptional experience for consumers and bartenders,” says XXXXX at The Absolut Company. “No other vodka has had as much longevity within both the cocktail and creative worlds, and “Drinks” is the culmination of our 30-years history of bringing collaborations to life, while showcasing the drinks that made the brand a back bar necessity.”

Known for her distinctly bold and playful adaptations of fashion and beauty photography, Ellen von Unwerth captures the characters of Kate Beckinsale and Zooey Deschanel, as they are immersed in different cocktail worlds. The drinks profiled include some of the iconic cocktails that made the brand famous, like ABSOLUT Bloody, ABSOLUT Cosmo, ABSOLUT Twist and ABSOLUT Crush, as well as two new drinks to be revealed in the coming months.

•    There are many versions of the Bloody Mary legend, with all of them involving the call for Mary’s ghost while chanting into a mirror.  In the ABSOLUT Bloody ad, Beckinsale brings the character to life as a stylish and mischievous temptress – one who won’t be contained.

•    In the ABSOLUT Cosmo ad, Deschanel adds science-fiction flair to the traditional ABSOLUT CITRON cocktail in a retro-hip, yet modern lounge.

•    Beckinsale channels the 1980s, as she is inspired by the lime garnish that can work in many lightly mixed drinks in the ABSOLUT Twist ad.  A second look at the ad reveals details that the swirls initially hide, and the turntable and records add a musical theme to the ambience.  

•    In the ABSOLUT Crush ad, Beckinsale is larger than life, walking through a Miami-like city, home of sunshine and oranges. “Crush” is another way of saying “squeeze,” as in freshly squeezed juice.

“Our goal with ABSOLUT ‘Drinks’ was to bring a new generation of creative collaborators together to interpret, with us, ABSOLUT inspired cocktails in a highly visualized experience.  What developed was a bold look and feel that we hope will inspire a new generation of vodka drinkers, who are of legal drinking age, to embrace the brand,” said Mark Figliulo, Chief Creative Officer, TBWA\Chiat\Day, New York.

For further information, please contact:
Åsa Caap, Senior Manager Global PR, The Absolut Company, E-mail: asa.caap@absolut.com, Phone: +46 708 211 765