About The Client

Absolut has always pushed the boundaries of contemporary culture through creative collaborations with artists spanning art, music and fashion. Beginning in 1985, when Andy Warhol created the first in a series of iconic advertisements inspired by the Absolut bottle, Absolut has collaborated with more than 550 artists on over 850 commissioned projects.

With its new brand ethos “Transform Today”, Absolut transforms the way the brand collaborates with artists, and strengthens its effort to connect to global audiences through the common language of art.

Behind The Project

The Challenge

Sharing a vision to inspire artistic transformation and connect with fans through art, music and fashion, Lady Gaga and Absolut created an innovative partnership to connect with the creative spirit in all of us via a multi-faceted collaboration.

Recognized by Forbes in 2013 as the most powerful musician in the world, Lady Gaga is a groundbreaking creative force and global superstar. For Absolut, the opportunity to partner with an artist at Lady Gaga’s echelon was simply too good to pass up.

As the exclusive sponsor of the “Absolut ARTPOP Lounge”, a VIP Seating area built into the stage, Absolut had high visibility integration into Lady Gaga’s performance at each show. But their partnership with Lady Gaga extended much further beyond the stage, into social channels, retail relationships and hospitality.

Key Features

  • Category business exclusivity
  • Use of tour name and artist likeness
  • Naming rights to the ABSOLUT ARTPOP Lounge
  • Absolut promotional signature cocktails
  • Exclusive VIP hospitality, seat upgrades, and promotional tickets
  • Off-premise retail activations and promotions
  • Flyaway to experience Lady Gaga in Sweden
  • Social media posts to Lady Gaga’s 65 Million Facebook fans

Results

96m+

Impressions To Date

121

Media Campaign Placements

500K+

Attendance At Live Shows

28

Sold Out Shows

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