WEST HOLLYWOOD — Absolut Vodka launched the Absolut Icon campaign with Madonna. The campaign promotes her 15th studio album, Confessions II, and includes co-curated events, redesigned bottle silhouettes, and Pride month advertising.

The campaign features a redesigned Absolut bottle silhouette that incorporates elements from Madonna's music career. The campaign photographs show Madonna in a purple corset bodysuit she previously wore at the 2006 Grammy Awards and in her Sorry music video.

Absolut and Madonna co-curated Absolut Tabasco cocktails. Advertising will appear in LGBTQ+ publications and along U.S. Pride parade routes. Absolut pledged a donation to GLAAD.

The partnership began with a series of events in the spring, including Club Confessions Los Angeles in West Hollywood. Madonna and producer Stuart Price played unreleased tracks from Confessions II for attendees. Madonna said, "Confessions II is rooted in the idea of the dance floor as a ritualistic space where people can express themselves freely and connect with one another. Absolut shares that spirit. Together, we're creating experiences that encourage people to put down their phones, be present in the moment, and rediscover the joy of connecting through music and dance."

Caroline Begley, vice president of marketing at Pernod Ricard USA, said, "Madonna continuously moves culture forward through fearless self-expression, making this partnership feel both incredibly authentic and deeply meaningful for Absolut. The release of Confessions II is a cross-generational milestone, and we're here to add some heat to the occasion with bold Absolut Tabasco cocktails and spicy dance floor moments."

No independent assessment of Absolut Vodka’s claims was available.