Absolut x Tabasco embraces synaesthetic imagery

For the launch of Absolut Tabasco, two icons of vodka and hot sauce have created a campaign that looks exactly how a Bloody Mary feels.

Inspired by Absolut’s print heritage, and on the back of a fab Keith Haring campaign we covered late last year, the work dials up a central volcano metaphor, depicting lava flows, eruptions, and vivid reds.

Practical, in-camera effects were used by agency Wielden and Kennedy, rather than AI or CG, to capture the spicy leanings of the 38% ABV vodka. That choice makes the ad stand out in a genre where brands tend to default to typography or understatement in an attempt to capture elegance.

Naresh Subhash, co-founder, creative director, We Are Dumpling, was impressed, telling Creative Moment: "Absolut earned its place to be fiery, after years of just being amazing at brand partnerships. The Keith Haring collection really stands, out, as do its meaningful partnerships with the queer community. Absolut is a class act when it comes to doing culture right."

Our take

This is a strong example of brand self-awareness, and Absolut has leaned, perhaps more than ever, into its visual presence, in keeping with its partner of choice here, Tabasco.

The final shot here is particularly strong, resolving the tension with comedy, while presenting us with what is surely the visual to beat in 2026.

Image credit: Absolut X Tabasco campaign