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  • Foto van schrijverErwin Van Den Brande


How a colorless and odorless product, from the wrong country and in the wrong bottle, became the number one brand in the world.

The case goes back in time to the ‘golden age’ of Absolut when contemporary artists like Andy Warhol and Keith Haring painted the unusual bottle to the amazement of the global arts community. The nearly accidental collaboration with artists in the glorious years turned the brand into a must-have aspirational drink to be consumed at chic bars and art fairs. The case uncovers the awakening of new paradigm, the brand as a cultural agent of contemporary art in consumer society. From the mid-1980s to 2011 an unusual account of cultural engagement. They collaborated with famous cultural agents but also with young and unknown artist. You can download the complete case on the INSEAD EDU website.


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