SWEDEN. Pernod Ricard Global Travel Retail this month premiered the new limited-edition Absolut Glimmer at Stockholm Arlanda Airport.
Absolut Glimmer follows in the footsteps of previous holiday season limited-edition gift packs such as Absolut Bling Bling, Absolut Disco, In an Absolut World Every Night is a Masquerade, and Absolut Rock Edition.
The iconic Absolut bottle has appeared in various guises throughout its 30-year history. However, this is the first time that the actual bottle itself – the glass body – has been altered and elaborated to achieve a new optical sensation.
The Absolut Glimmer bottle is constructed in pressed glass in the signature shape of the Absolut bottle, mimicking the look of classically cut crystal. The faceted design of the pressed glass will change the bottle’s appearance in different light conditions, allowing striking in-store and bar installations, Absolut said.
The Absolut Company Global Travel Retail Director Anders Olsson said: “The bottle reflects the light in a very beautiful and appealing way. With Absolut Glimmer, we want to encourage people to make the present exceptional.
“The idea that any moment anywhere can turn out to be a memory for life – bringing inspiration and excitement to any event – is what this bottle is all about. We’re convinced that our travelling consumers will be excited to bring this bottle back home to their own bars for the holiday season.”
Following its premiere in Stockholm, the launch will then be rolled out in duty free/travel retail markets worldwide throughout October in a major campaign that will continue until the end of the year. The 360-degree campaign will be executed in all available media, including billboards, in-store installations, web and moving media.
The campaign highlights the iconic qualities and optical illusiveness of the bottle. A special signature cocktail – Absolut Crystal Clear – has been created, mixed in a minimalistic manner with Absolut vodka and sparkling mineral water simply poured over ice.
“Why complicate matters?” asked Anders Olsson. “Another quality with this launch and campaign is that it really celebrates the purity of our product, Absolut Vodka, which is a fundamental cornerstone in our brand. Personally, there is no cocktail I like better than vodka on the rocks.”
