“I’m afraid that if you look at a thing long enough, it loses all of its meaning,” said Andy Warhol. The marketing execs at Martini & Rossi probably wouldn’t agree, as they’re bringing back the ads the artist helped create for the alcoholic beverage company in the 1950s and 1960s, back when he was known only for those adorable little drawings of lips, shoes, and cats done for the likes of Mademoiselle. According to Brandweek‘s Steve Miller, Barcardi-owned Martini & Rossi is partnering with the Andy Warhol Foundation to launch “Warhol’s take on taste,” a campaign of four “new” print ads featuring illustrations by Warhol. A report in the Wall Street Journal adds that the company will hold Factory-themed parties in select U.S. cities. “Model mixologists and celebrity look-alikes from Warhol’s era (such as Marilyn Monroe) will reinforce the company’s connection to the artist.” One event we found, scheduled for July 16 in New Orleans, promises “two limited edition Warhol-inspired Vermouth cocktails and, in true Warhol style, unexpected surprises.” Although himself a teetotaler, Andy would surely delight at the idea of cocktails described as both inspired by him and “limited edition.”
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