GOAL

Strengthen the link of the Absolut brand with its target audience by creating differences in the brand perception compared to the main competitors, as well as by boosting Absolut’s connection with both global and local art, thus providing the brand major publicity.

IDEA

A series of three events was developed in honour of the painting made by Andy Warhol in 1986 and dedicated to the Absolut brand. As a part of the event, several Latvian public figures from various fields created a collection of paintings in the style of Andy Warhol. The collection was presented at a special grand opening event dedicated to Andy Warhol’s works. The collection was later available for viewing to every visitor at Rīga Plaza, the shopping, entertainment and fashion centre.apmeklētājam.

The Riga Art Space was completely rebuilt for the purposes of the event, with props and visual design in the pop art style. Branding objects, a special entertainment programme, stage and lighting solutions were created along with documentaries and projected images about Andy Warhol’s work and its connection to the Absolut brand.

RESULTS

The project was developed in cooperation with the Andy Warhol Foundation in New York that chose Rīga to be one of the world’s major cities to host this exclusive event.

Due to the considerable  publicity, the sales figures of Absolut increased, the market position of Absolut as well as the brand’s link to modern art was strengthened.