Absolut Vodka x Aries: “The world needs a little more of Keith Haring right now!”
Collaborating with renowned artists, musicians, fashion designers and fashion houses has played an integral role in building Absolut’s brand identity over the past 40 years.
This month, Absolut has launched a special-edition fashion collection with luxury streetwear brand Aries – the latest tribute to long-term collaborator and legendary artist Keith Haring.We caught up with Maxime Henain, Global Head of Culture and Brand Partnerships at Absolut, to discuss how the latest collaboration with Aries came about and why such initiatives are important.
Tell us about Aries.
Aries is a streetwear fashion brand that specialises in brand collaborations, primarily with other clothing brands. It has also partnered with unexpected names, such as KFC, with a gravy-inspired fashion collection last year. The brand has a strong East London aesthetic, which is becoming recognised globally as it expands to markets like the US, China and South Korea. Its creative director and co-founder, the brilliant Sofia Prantera, is very art-minded. She consistently incorporates artistic respect into the brand, drawing inspiration from various artists and ensuring its ethos and values are accurately represented. This approach – bringing artistic values to life through a “lifestyle” brand collaboration – aligns with what Absolut is doing with Haring with the Artist-Edition bottle.
How did the collaboration come about?
Two years ago, Malibu and Aries collaborated to reflect shared values of freedom, creativity and self-expression. The result was a suite of AI-generated campaign assets, fully embracing the then nascent shortcomings of AI, with some of the models having six fingers! It was new to all of us, but it was a lot of fun to do. We stayed in touch with Aries and realised our common interest in Keith Haring. Given that we already were working with the Foundation [for the Artist-Edition bottle], we got talking and said we’d love to work with you on this. That’s how it all came together. This collaboration respects Haring and his belief that art is for everybody, which is very dear to Sofia’s heart.
What does the Absolut x Aries activation involve?
There have been many brand collaborations with Haring, but this one is unique due to the inclusion of never-before-seen pieces and the distinct partnership with Absolut. We’re releasing a small, limited line of T-shirts, long sleeves, hoodies, a tie and jeans, all inspired by Haring and Absolut. Each piece nods to Haring’s artwork, whether in the print or in how it’s been photographed to bring the collection to life. We will use social, PR and influencers to reinforce the Absolut brand as a cultural mixer and share the message that art is for everyone.
Where can you buy items from the collection?
The Absolut Haring x Aries collection is limited and is available exclusively at ariesarise.com from 2nd October.
How do you go about finding a collaboration?
My role is to stay connected with what’s happening now and anticipate who will be relevant in two years, since collaborations take time. At the same time, I still need to stay in touch with any other quick opportunities happening in a more immediate timeframe. I network with brands and influencers, preferring to speak with creative directors of brands over marketers, as I want to truly understand a company’s DNA. Absolut was collaborating long before it was fashionable to do so; we have worked with 550-plus artists, who have created more than 850 works of art* for Absolut Vodka since the 1980s, so people are willing to talk to us, which makes my life a little easier!
How do you choose who to collaborate with?
It’s a lot like dating, I must say. There is no formal process – sometimes partners approach us and sometimes we approach them. There can be a bit of a dance getting to know each other, given how companies can have very distinct and different cultures. I am currently obsessed with finding partners that allow us to reach new audiences and expand to new horizons. Unexpected collaborations can create more noise and, as a brand, help us reach different audiences.
What makes a successful collaboration?
I have sometimes seen that many marketers make the mistake of thinking brand first instead of consumer first. We try to think about the consumer first, and what brands gravitate around them. The element of surprise is key, as is the need to entertain. Who would have thought, in 1986, to do a painting around a bottle of Absolut Vodka? And here we are today! Successful collaborations are about bringing that element of surprise and entertainment back into the conversation – I regret that we sometimes overlook that entertainment element in the work we do.
What has been your favourite Absolut collaboration?
I have to say that I loved the Heinz one because it absolutely had that element of surprise, which is so important. Yet even though it was a surprise, it made sense to consumers. We were solving a need, not just creating another product, by bringing together two iconic brands with a clear purpose that was responding to a specific insight. There is a simplicity and a boldness to it, with both brands fully embracing their identities. The insight is clear and consumers want it, which is why we made it happen again this year!
How do you measure a collaboration’s success?
There can be a commercial element to it, but that is not the be-all and end-all. Brand equity is just as important, albeit more challenging to measure. For example, we didn’t do our collaboration with Heinz for commercial numbers. Selling 30,000 jars, which sold out in just a few days, is not going to tip the balance of our business. However, the noise the collaboration created might have a longer-lasting impact on brand awareness and brand preference. It is clear that over the past 40 years, our collaborations have helped Absolut Vodka remain relevant and at the forefront of culture for our target audience. They have helped us build a relevant brand, stay ever closer to our consumers, whether through cultural moments or cultural advocates across various fields – and across art, fashion, or design. There aren’t so many brands that feel comfortable to play as much.
How do this year’s Haring initiatives compare to last year’s Andy Warhol ‘blue painting campaign?
Warhol was a legendary figure. It was Andy Warhol after all, with his extraordinary aura. It was, and is, an amazing story also. The Haring campaign has a different vibe and his message is getting more and more relevant. Haring’s work focuses on the underground and is breathing optimism, colour and movement, which I think we all need right now. The world needs a little bit more of Keith Haring, moving forward – a striking style that brings a smile to your face!
* The Absolut Art Collection is housed at Spritmuseum in Stockholm.
