A ridiculously good collaboration.
Heinz and Absolut are each among the best-known brands in their fields, and both have taken advantage over the years of how easily we recognise their logos and packaging design. Heinz even discovered that AI understands 'ketchup' as Heinz. It might seem hard to marry two so recognisable identities, but the fun campaign does the job .
Creamy vodka pasta sauce has had a dedicated following for years. Penne Alla Vodka was popular in discos in Italy and the US in the 1980s, and Nigella Lawson brought it into fashion in the UK in her book Feast. Finally, two major brands have caught on and realise there's a product there, albeit only a limited-edition one for now.
The result is a retro branding design treat that fuses two iconic identities – which are a way more relevant mashup thanearlier this year. Leanne Banks, marketing director at Absolut's owner Pernod Ricard has pointed out that Absolut was always meant to be mixed, and not necessarily only in cocktails.
Sadly, the sauce is only going on sale in the UK, and only at Waitrose. You can pre-order it from the or buy it in stores from 12 April. The poster designs are due to appear in London and on social media. Want to know how to emulate this success? Here's
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