Absolut's design director on using packaging to attract younger consumers

09/17/2013 | Adweek

Absolut's bottle designs have made the vodka brand recognizable to consumers, starting with an Andy Warhol-designed bottle in 1986, and continues to be the key to attracting younger consumers who are often drawn to craft spirits, according to Anna Kamjou, Absolut's global design director. "Younger people see our designs, and they tend to understand them in an intuitive way and find them emotionally engaging. They respond to the instinctive, energetic aspects of our artwork," she says in this interview, in which she also addresses the brand's global status and artistic reputation.

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