Absolut Elyx, the first luxury vodka named Best Vodka, Double Gold, at the San Francisco World Spirits Competition, has launched in select US cities, with Johan Lindeberg of BLK DNM as its creative director.
For his first ever advertising campaign behind the lens, Lindeberg chose to photograph actress Chloë Sevigny.
"It's no longer about portraying an image through excess and logos," he said. "Modern day luxury is all about integrity. Through intimate experiences, high-level events and future advertising campaigns, we want to create powerful environments that inspire people, generate content, spark influential conversation and above all create an emotional connection between consumers and the brand."
"This is the first time in the history of Absolut that we have appointed a creative director, and we couldn't be more thrilled to be working with Johan on this exciting project," said said Jonas Tahlin, vice president of global marketing, The Absolut Company. "Absolut Elyx stands strong at the intersection of modern day luxury, creativity and tradition, which is a unique contrast evident in much of Johan's work as a designer. With his finger firmly on the pulse of today's contemporary movement, no one is better suited than Johan to create this ultra-chic and authentically luxurious culture around Absolut Elyx."
Absolut Elyx retails at $49 per 1-litre bottle and is available at high-end retailers, restaurants and bars across the US.
- See also Strong growth for US alcohol.
- Burton's Biscuit Co announces £14.75m manufacturing investment
- M&M's celebrate Star Wars Day on May 4th
- Lipton Ice Tea is rebranded for the UK market