Vice President Global Marketing, The Absolut Company
Not every product can say that Andy Warhol designed its breakthrough ad. Nearly 30 years on, Jonas Tåhlin is guiding the brand that became iconic for its pioneering fusion of marketing and art into new campaign territory. “Transform Today” is an ad campaign and creative collaboration with a musician, a graphic novelist, a digital media artist and a sculptural couturier that targets millennials. “We needed to change our behaviour from saying to doing”, says Tåhlin. That means leaping off the magazine’s back cover and living online to reach “our heroes, our consumers”. The vodka that broke all the rules is breaking them again. Tåhlin calls it “creative transformation”. We call it Absolut vision.