Absolut unveils two-year partnership with pop icon Charli XCX
SPIRITS giant Pernod Ricard has announced a new two-year partnership between its Absolut Vodka brand and pop star Charli XCX.
Aiming to align the two pop culture giants, the collaboration will see a range of limited edition merchandise drops including new collectible items, custom glassware and fan events.
Speaking on the partnership, Charli XCX said: “When Absolut approached me for a collaboration, I was immediately down because they told me they wanted to do something a little chaotic – which obviously I love so yeah, moments with music, martinis, friends and strangers that’s like so my vibe babes.”
To announce the new partnership, the pop star took to the stage at her sold-out LA shows to give fans a tease on the kind of products they can expect from the collaboration.
This included a social media post from backstage at the concert which showed the pop star in a ‘I ♥️ Absolut’ t-shirt, while her dancers also took to the stage during the event wearing t-shirts that had either ‘I ♥️ Absolut’ or ‘I ♥️ Dirty Martini’ – a nod to Charli’s drink of choice.
Craig Van Niekerk, VP of global marketing for Absolut Vodka, said: “Charli doesn’t just have fans, she’s created a whole world around her, and that’s what we want to embrace. Absolut has always believed in the people who push culture forward, so rather than arriving with a rulebook, we want to co-create with Charli and her Angels fandom and see where they take us. It might get messy, it might get chaotic, but it definitely won’t be boring.”
