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The Absolut Originality campaign is supported by a special installation to showcase the brand’s signature blue hue |
Pernod Ricard Travel Retail Europe has launched the Absolut Originality collection, featuring four million original bottle designs.
The collection is available at select European airports until 31 December 2013 and celebrates the Absolut brand’s signature blue colour. The one-of-a-kind creations are made by adding a drop of cobalt blue to the glass at 1,600⁰C, which releases a colourless liquid that leaves a blue hue inside each bottle as the glass cools.
The Absolut Company Global Brand Director Mathias Westphal said: “Absolut Originality presents our iconic bottle in its most classy form to date. We took inspiration from traditional Swedish glass-craft, and made it available to the world.
“When we watched a drop of cobalt sink into the hot glass the first time, we didn’t know what it would look like. But the very first bottle looked amazing, and what started as a playful experiment ended up as four million one-of-a-kind pieces of art.”
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The signature Absolut blue is captured in four million one-of-a-kind bottles available for a limited time | |
To showcase the blue infusion in each bottle, the limited-edition bottles are set against a bold, blue wall that is said to draw the consumer’s eye in. To add impact, the bottles are lit up alongside a lead light box visual.
At Stockholm Arlanda, the “˜home’ airport of Absolut, consumers in The Nuance Group’s store can create a one-off “˜Spin Artwork’ design that also serves as a certificate of purchase in store. In addition to that physical souvenir, which features the shopper’s name and individual bottle number, consumers can also digitally share the spinning platform on social media sites through integrated iPads.
Consumers will also have the opportunity to try the Absolut Originality cocktail, called the Absolut Blueberry Bell, which is made with 50ml of Absolut vodka, lemonade and blueberry garnish over ice.
Consumers will receive a dual-pack ice bag as a gift with purchase in all European airports.
The Absolut Originality campaign is now running at Arlanda, Istanbul, Frankfurt, London Gatwick South, Nice, Paris Orly South, Schiphol and Venice airports.
