SWEDEN. Following the success of its Absolut Bling Bling gift pack in 2006, leading premium vodka brand Absolut has launched the Absolut Disco gift pack for the upcoming holiday season.
Inspired by the classic disco symbol – the mirror ball – the one-litre gift pack is made of exactly 1,000 reflecting prisms formed in the Absolut Vodka bottle shape. The gift pack slides apart upon opening, revealing the Absolut Vodka bottle. The empty gift pack can then be used as a mirror ball by hanging it in its loop.
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| The disco ball has a “special symbolic value” to Absolut, which incorporates its mirror design in its latest gift pack | ||
The Absolut Disco promotional campaign was launched in London Heathrow Airport in late August. It will be unveiled in the global travel retail market through the Fall of 2007, climaxing before the holiday season.
The campaign is steered by Maxxium Global Travel Retail, which handles the V&S brands in the global travel retail market.
“We really have great expectations for this campaign, and we are convinced that it will create a buzz in airports and other duty free and travel retail arenas,” said Director of V&S Absolut Spirits Global Travel & Retail Anders Olsson.
On the disco theme, Olsson added: “The disco ball has a special symbolic value to Absolut, as the brand was launched at the peak of the disco era, in 1979, and Studio 54 in New York in its prime was one of the most important scenes for spreading the hype and the image.”
A website dedicated to the campaign (www.absolut.com/disco) launched this month. Visitors can experience the Absolut take on disco by using a webcam.
“The Absolut Disco gift pack and website offers [consumers] the possibility to create their own disco, no matter where they are,” said Olsson.
According to Olsson, Absolut Bling Bling was “an instant tremendous success with its golden touch” and is now a much sought-after object on online trading sites such as eBay.
“Absolut Disco is a natural follow-up where we have further extended the possibilities of what a gift pack can offer consumers.”
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