THE SUPERNOVA worked with ABSOLUT VODKA on the creation of their special London Edition bottle, celebrating the Olympics and the Queen’s Diamond Jubilee. Considering the brand’s rich art heritage, including iconic partnerships with Andy Warhol, Keith Haring and Damien Hirst, THE SUPERNOVA identified the award-winning artist, Jamie Hewlett (Gorillaz/Tank Girl) as the perfect match for this collaboration.
We worked closely with brand, agency and talent from conception to launch. Through our personal relationship with the artist, we created an environment for artist and brand to connect in an organic way. Hewlett created a set of seven characters, each exploring a unique take on London's style and fashion pioneers over the past 200 years, from 'Dickensian Gent' to '80s casual.’
The limited edition bottle was launched in Selfridges and Harvey Nichols, before being released to the majority of the key high street retailers. The popularity of the campaign resulted in half a million bottles sold in the first five months with retailers tripling their orders.
Advertising collateral included an online game, billboards across the London Underground, and a strategic social media and marketing campaign, increasing Facebook likes by 6,900 and generating 1000+ entries to the social media competition.
Moreover, the collaboration between ABSOLUT and Hewlett proved to be an effective asset in increasing engagement across all digital and social outlets, as well as mainstream media, generating over 137 pieces of coverage with a Total OTS Value of over 150m.
The campaign was highly successful in generating unprecedented exposure for both the ABSOLUT brand and the London Edition bottle, and positioned ABSOLUT within the ‘cutting edge’ of art and design.