Wunderman Thompson creates a campaign for the collaboration of Heinz and Absolut with an 80s-retro vibe

Sauce and condiment giants Heinz, team up with premium vodka brand Absolut, for the ultimate high-end brand collab. Influenced by social media and inspired by Gigi Hadid’s spicy tomato vodka recipe, the Heinz New Ventures Director, Caio Fontenele, was determined to innovate and play with flavours for the most interesting fusion of tomato and vodka pasta sauce.

The campaign draws elements of Absolut's quintessential 80s aesthetic combined with contemporary features and a simple yet bold tagline, ‘RIDICULOUSLY LATE. ABSOLUT®(ELY) GOOD’. Wunderman Thompson worked on launching Heinz's regular pasta sauces and again on their collaboration with Absolut.

The visual strategy merges the signature Absolut vodka design features with Heinz layout. A bold logo and product name text in Absolut’s signature script typeface adorns the label, accompanied by the cursive font used by Heinz for the descriptive text and framed in the brand's classic label shape. Other notable similarities are the blue tamper sticker and the metal cap.

For more information on Wunderman Thompson’s design, visit their website or follow them on Instagram.

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