Absolut Vodka has launched its first travel shopping-exclusive edition in three years. The limited-edition Absolut World features work by Swedish illustrator Kari Moden.
The bottle design includes symbols such as a hand giving a peace sign, an ampersand and a heart to signify people being drawn together through shared values and experiences. The artist used a retro clip-art technique, with strokes of neon pink, green and yellow, contrasted against matte gold.
Absolut will back the launch with a global movement asking people to share experiences and places they love as part of an online travellers’ exchange. Individual photos, uploaded to the Absolut website, will become part of a ‘global selfie’, a mosaic of faces, which, according to Absolut, will create a hub of local insider travel tips.
Pernod Ricard Global Travel Retail Brand Director Absolut Lisa McCann said: “Absolut World is a strong statement and expression of a world without borders, united in peace, love and friendship. We’re proud to be adding to the celebration of togetherness through technology and a digital campaign that connects people around the globe as well as enhances the travel experience.”
Pernod Ricard Global Travel Retail will create activations, merchandising and outdoor media activities in selected airports including Frankfurt, Singapore Changi, Sydney, Melbourne, Brisbane, Perth and Auckland throughout May, June and July.
A ‘first-of-its-kind’ partnership with JCDecaux will see travellers’ global selfies beamed, using smart technology, across screens of two airports simultaneously.
