The brand new Heinz posters are Absolut winners By Joseph Foley printed 23 March 23 Graphic Design Vodka meanz Heinz.

Simply what we want, one other ‘quirky’ model collab. However fortunately that is one weird partnership that basically works. Heinz has launched a collaboration with the vodka model Absolut, and the marketing campaign performs on the power of each manufacturers’ recognition.

Bringing collectively two such distinctive manufacturers can result in a messy conflict, however the execution of this marketing campaign will get issues proper and reveals {that a} hanging collaboration can nonetheless overcome collab-fatigue to make impression. (See one of the best print adverts for extra superior examples).

Heinz and Absolut are every among the many best-known manufacturers of their fields, and each have taken benefit over time of how simply we recognise their logos and packaging design. Heinz even found that AI understands ‘ketchup’ as Heinz. It may appear exhausting to marry two so recognisable identities, however the enjoyable marketing campaign does the job (not like this weird Billie Eilish x Amazon collab, which was simply plain bizarre).

Creamy vodka pasta sauce has had a devoted following for years. Penne Alla Vodka was widespread in discos in Italy and the US within the Eighties, and Nigella Lawson introduced it into style within the UK in her ebook Feast. Lastly, two main manufacturers have caught on and realise there is a product there, albeit solely a limited-edition one for now.

To advertise the sauce, Wunderman Thompson Spain (opens in new tab), the identical company that labored on the launch of Heinz’s common pasta sauces, has created a sequence of posters that recall the traditional Absolut vodka campaigns with their foregrounding of the Absolut vodka bottle and daring all-caps copy, taking part in on the model identify in a font primarily based on Futura Further Daring Condensed.

The result’s a retro branding design deal with that fuses two iconic identities – that are a far more related mashup than when Nike met Tiffany & Co earlier this 12 months. Leanne Banks, advertising and marketing director at Absolut’s proprietor Pernod Ricard has identified that Absolut was at all times meant to be combined, and never essentially solely in cocktails.