Pernod Ricard has revisited a near-40-year-old collaboration between its Absolut brand and artist Keith Haring for this year’s limited-edition bottle from the vodka.
The partnership centres around the Absolut Haring Artist-Edition bottle, which features a reworked version of the American pop artist’s original Absolut artwork from 1986, when they first worked together. Pernod Ricard’s The Absolut Group division, which oversaw last year’s Andy Warhol-influenced bottle, has released a 60-second ad for the pack, although details on where the spot will air were not disclosed.
The bottle has gone on sale from today (1 July) exclusively in the global travel retail channel ahead of a wider rollout to around 50 markets from September. The Artist-Edition will be available in 1-litre, 75cl and 70cl formats.
Haring passed away in early 1990 aged 31, having been diagnosed with AIDS in 1988.
“Our mission is to keep Keith Haring’s spirit alive by continuing to expand access to his art and the important messages within it,” said David Stark, CEO of Artestar, the global licensing & creative agency representing the Keith Haring Studio. “This project with Absolut revives a moment that meant so much to Keith – not just creatively, but symbolically.
“It’s a wonderful tribute that allows anyone to engage with this special story that started back in 1986.”
Last month, Pernod Ricard launched a worldwide marketing initiative for Absolut, pushing a blend of dance and cocktails.
