Absolut Vodka Brand and Tabasco have partnered to create a vodka that fits in with the global craze for hot-hot spice and the launch campaign underlines that palpably. It’s shot by director, Leigh Powls, in the volcanic fields south of Reykjavík, Iceland. The shoot combines real volcanic formations with large scale model replicas to ensure the film felt visceral and authentic. The creative concept visualises a place where volcanoes don’t erupt with lava, but with fiery Bloody Mary. The launch film is underscored by Lou Reed’s Walk on the Wild Side, paying homage to both the fiery product and Absolut’s cultural legacy. Absolut previously collaborated with The Velvet Underground in the Absolut Album Covers series in the early 2000s and has appeared in lyrics by Lou Reed.

Freddy Taylor and Philippa Beaumont, group creative directors at Wieden+Kennedy London, stated, “When we won the Absolut pitch, we never dreamt our first piece of work would take us to the volcanoes of Iceland, partnering the world’s most famous hot sauce; but when you’re working for a brand with a creative legacy as rich as Absolut’s, big things feel possible. In 2026, keeping someone’s attention for more than six seconds is a challenge. That’s why we’re returning the brand to simple, witty, ‘smile-in-mind’ work. We want to create the kind of images people save, pin, and hopefully one day soon, hang on their walls again.”

The campaign kicked off with OOH in London. The films will launch a full-scale global launch will follow in February, covering more than 50 markets, including the US and UK February 2026.

​Ryan Fisher, president, Wieden+Kennedy London commented, “You don’t just work on a brand like Absolut, you become a custodian of its creative soul. We’ve spent months diving into its rich cultural heritage to find a perspective that feels right for right now. Having brilliant partners who share our appetite for provocative work has made the start of this relationship one that we are super excited by. We’re proud to finally share this work and even more excited for the road ahead.”

Wieden+Kennedy London has also been engaged to evolve the overall brand identity. The win is an extension of the growing relationship between the agency and Pernod Ricard, including Kahlúa, Malibu, G H Mumm & Altos.

Credits:
Client: Absolut & Tabasco
Absolut Brand Director: Filip Kiisk

Creative Agency: Wieden+Kennedy London
President: Ryan Fisher
Group Creative Directors: Freddy Taylor & Philippa Beaumont
Production Company: Prodco
Director: Leigh Powis
Post Production & VFX: Time Based Arts