Today Absolut is proud to announce Absolut Karnival, a passion fruit and orange blossom-flavored limited edition capturing the transformative energy of Carnival. Absolut Karnival features artwork by the Brazilian graphic novel artist and writer Rafael Grampá. Already teaming with Absolut on its new Transform Today campaign, Grampá here extends his creative collaboration with the brand by bringing a unique and colorful vision of Latin America’s most transformative celebration to the iconic Absolut bottle. Absolut Karnival goes on sale in Latin America in January 2014.
The rich, smooth, fresh and tropical flavor combines with Grampá’s festive, dynamic, character-driven design to evoke some of the magic of Carnival, reminding us that life is full of possibilities.Read more
“Absolut, like the Carnival festival itself, recognizes that we all have the power to create our own future. We are free, there are no rules, and the possibilities for transformation are infinite. The bottle design had to evoke this special Carnival feeling,” says Franz Drack, Global Marketing Director at Absolut. “So we approached one of our collaborating Transform Today artists, Rafael Grampá. His work is disruptive, lively and authentic. Not only that, he’s a native of Brazil and has experienced the transformative potential of Carnival first-hand his entire life.”
“When Absolut asked me to collaborate on Absolut Karnival, I saw it as an opportunity to express my love of a festival that lets everyone be free and equal,” says Rafael Grampá. “In Carnival, everyone celebrates together. There is a beautiful, unique and uncontrollable feeling that our differences can be put behind us. We become aware of our own power to change ourselves and the world.”
“To evoke something of that in the bottle design, I knew it had to be colorful and cheerful. In the Carnival parade, normal people transform themselves into extraordinary things. I decided to try to represent that sense of transformation by putting the Carnival parade right onto the bottle,” says Grampá.
The resulting artwork features a cast of colorful characters, created by Grampá, on parade around the bottle. A dog dressed up as a rooster, a young man wearing the head of an old man, a blue-faced giant, happy to give a hug to whoever wants one, a beautiful “Queenfish,” and a character Grampá dubs “The Freedom Knight” and describes as a typical festivalgoer who fights taboos and prejudice with joy and music.
“We’re very excited to be releasing Absolut Karnival, a new limited edition that seeks to awaken the creative spirit in all of us,” says Franz Drack. “It’s the first regional limited edition for Latin America. A tropical flavor perfect for creating refreshing drinks at festivals and celebrations.”
Absolut Karnival will be launched and activated at local carnivals in January and February of 2014.