UK. Over two million Absolut Disco limited-edition gift packs have been ordered worldwide, reportes leading premium vodka brand Absolut of its Christmas season offering.
Following the success of its Absolut Bling Bling gift pack in 2006, the brand launched Absolut Disco, which takes its inspiration from the classic disco symbol – the mirror ball.
The 70cl gift pack is made of 1,000 reflecting prisms formed in the Absolut vodka bottle shape. The gift pack slides apart upon opening, revealing the Absolut bottle. The empty gift pack, a reusable pouring vessel on its own, can then be used as a mirror ball by hanging it in its loop.
The Absolut Disco promotional campaign was launched at London Heathrow Airport in late August, steered by Maxxium Global Travel Retail.
“Absolut Disco builds on the legendary Absolut history of creative and groundbreaking bottle and packaging design,” said Maxxium UK Senior Brand Manager Linda Love.
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Made of 1,000 reflecting prisms formed in the Absolut Vodka bottle shape, the gift pack slides apart upon opening, revealing the Absolut Vodka bottle | |
“The Absolut Disco gift pack predecessor from 2006, Absolut Bling Bling, became an instant success with its golden touch and is now a sought-after object on online trading places like eBay,” said Love. “Absolut Vodka is a natural follow-up where we have further extended the possibilities of what a gift pack can offer consumers.”
The campaign-dedicated website www.absolut.co.uk/disco will be launched this month.
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