Absolut Colors Package Design

Credits:

Objective: To globally celebrate the 30th anniversary of the Pride flag, and make room for pride-related discussions in bars, as well as supermarkets. Also, to remind everyone about Absolut Vodka's long-term heritage of supporting the global community of proud people. Solution: Collaborate with the designer of the original Pride flag, Gilbert Baker, to create a packaging that cannot be misunderstood. Support the packaging with a stunning cocktail book with wonderful cocktails, arranged by color, not by type. Result: The campaign ran during the periods of the local Pride festivals. Visibility and number of facings rose dramatically. All product sold out before the campaign period was over. In Sweden, as an example, all Absolut sold during the campaign period was packed in Flag skins. PR coverage was extreme. More that 100 TV channels covered this simple vodka campaign.

Advertiser/Client: THE ABSOLUT COMPANY
Product/Service: ABSOLUT VODKA
Design/Advertising Agency, City: FAMILY BUSINESS, Stockholm
Country: SWEDEN

Name Position Company

Marten Knutsson Creative Director/Copy Writer Family Business
Jesper Klarin Art Director/Designer Family Business
Gilbert Baker Designer/Copy Writer
Fredrik Skarheden Copy Writer
Bo Madestrand Copy Writer
Christian Styffe Final Art Family Business
Christian Westerberg Account Director Family Business
Frederika Curry-Ohlson Account Executive Family Business
Nicki Hallenberg Account Manager Family Business
Johannes Brauer Bartender
Fredrik Lindquist Art Director Family Business
Erik Hagman Photographer