A Visual Tribute To Michel Roux, The Man Behind Absolut Vodka's Iconic Print Campaign

Absolut ANDY WARHOL

If you were of drinking age in the 90′s then you’re definitely familiar with Absolut Vodka’s iconic print campaign which pioneered the concept of commissioning artists to create legendary advertisements. Starting with famous Andy Warhol for the famous ABSOLUT WARHOL ad, and continuing on with major artists such as Keith Haring, Annie Leibowitz, Britto, and countless others, Absolut’s ad campaign completely redefined the world of vodka. In particular, it reintroduced the once obscure liquor brand Absolut into the spotlight of bars throughout America.

The art-forward campaign began with liquor icon Michel Roux who enlisted the ad agency TBWAWorldwide in 1979 to release a back-page magazine ad that included the distinctive Absolut vodka bottle, a halo, and the line, “ABSOLUT PERFECTION.” This concept would end up being carried out around 5,000 executions over the next few decades completely transforming Absolut into the recognizable brand it is today.

“Michel’s creativity and the product’s uniqueness helped fuel the agency’s many iterations of the Absolut bottle,” said Bill Tragos, Founder and Former Chairman and CEO, TBWAWorldwide. ”It became the only campaign that was internationally understandable and the same time celebrated locally.”

Roux passed away earlier this month at age 78. Roux, alongside TBWA, successfully created one of the most famous ad campaigns in the history of liquor. Sales from the campaign surged from 45,000 cases in 1980 to more than 11 million some 25 years later.  In 2008, the brand sold to Pernod-Ricard in an $8.9 billion deal.

To commemorate his death, we’ve created a visual tribute to his work in the industry by pairing some of his most iconic ads with classic Absolut cocktails for you to make at home.

Absolut Manhattan

Absolut Manhattan

Manhattan

Ingredients:

• 1½ oz Rye Whiskey
• ¿ oz Sweet Vermouth
• 2 Dashes Bitters
• 1 Whole Cherry

Directions:

Fill a mixing glass with ice cubes. Add all ingredients. Stir and strain into a cocktail glass. Garnish with a maraschino berry.

Absolut Kauai

Absolut Kauai

Blue Hawaiian

Ingredients:

• ¿ oz Absolut Vodka
• ¿ oz Blue Curacao
• ⅓ oz Coconut Syrup
• Pineapple Juice
• 1 Whole Cherry

Directions:

Fill a highball glass with ice cubes. Add Absolut Vodka, blue curacao and coconut syrup. Top up with pineapple juice. Garnish with a maraschino berry.

Absolut Cape Cod

Absolut Cape Cod

Cape Cod

Ingredients

• 1½ oz Absolut Vodka
• 5 oz Cranberry Juice
• 1 Wheel Lime

 

Directions:

Fill a highball glass with ice cubes. Add all ingredients. Garnish with a lime wheel.

Absolut Moscow

Absolut Moscow

Moscow Mule

Ingredients:

• 1½ oz Absolut Vodka
• ½ oz Lime Juice
• Ginger Beer
• 1 Wedge Lime

Directions:

Fill a mule mug with ice cubes. Add Absolut Vodka and lime juice. Top up with ginger beer. Garnish with a lime wedge.

Absolut Hong Kong

Absolut Honk Kong

Hong Kong Cooler

Ingredients:

• 1⅓ oz Absolut Vodka
• 1 oz Lime Juice
• ½ oz Lychee Liqueur
• ½ oz Ginger Syrup
• ⅓ oz Elderflower Cordial
• 1 Twist Lime Cordial

Directions:

Fill a shaker with ice cubes. Add all ingredients. Shake and strain into a cocktail glass. Garnish with lime cordial.

Absolut Miami

Absolut Miami

Blue Dolphin Martini

Ingredients:

• 1½ oz Absolut Vodka
• ⅓ oz Blue Curacao
• ⅓ oz Peach Schnapps

Directions:

Fill a mixing glass with ice cubes. Add all ingredients. Stir and strain into a cocktail glass.