As the undisputed Queen of Pop returns to the dance floor with her upcoming 15th studio album, Confessions II, Absolut has added Madonna to its long list of celebrated artistic collaborators.
Inspired by Absolut Vodka’s long-running “Absolut Perfection” campaign, which reimagines its bottle silhouette, “Absolut Icon” reframes the brand’s signature design through the lens of Madonna’s musical legacy, to commemorate its role as the album’s official vodka partner.
Absolut worked closely with Special Offer, the design team behind Confessions II’s visual identity, on the campaign, which features Madonna clad in her famous purple corset bodysuit, made famous by her 2006 Grammy Awards performance and “Sorry” music video.
The brightly colored images picture Madonna in various artistic guises, complemented by Absolut Vodka’s silhouette. The creative was shot by Portuguese photographer Ricardo Gomes, who has worked closely with Madonna for years as her creative confidant and tour photographer. He previously worked on the photography for her last album, Madame X, and shot the film posters for “Confessions II – The Film.”
Given fans have waited seven years since Madame X, this calls for a drink: the campaign also includes spicy Absolut Tabasco cocktails curated by Absolut Vodka and Madonna herself, inspired by the attitude and spirit of her new album.
Launching during Pride month, the campaign is built around the LGBTQ+ community, fitting as it is a partnership between one of the ultimate gay icons in pop culture and a brand recognized for its decades-long support of queer people. “Absolut Icon” will appear in publications that support the queer community and along Pride parade routes around the U.S.
The brand has also pledged to donate to its longtime partner, LGBTQ+ media advocacy organization GLAAD.
“Confessions II is rooted in the idea of the dance floor as a ritualistic space where people can express themselves freely and connect with one another. Absolut shares that spirit,” Madonna said in a statement. “Together, we’re creating experiences that encourage people to put down their phones, be present in the moment, and rediscover the joy of connecting through music and dance.”
Absolut and Madonna organized a series of late night events that kicked off back in the spring with “Club Confessions: Los Angeles” in West Hollywood. Madonna and her longtime collaborator Stuart Price gave guests an exclusive first listen to music from Confessions II while sipping on Absolut cocktails. There are more experiences supporting the album to come over the summer.
