Pernod Ricard Travel Retail Europe has launched its limited-edition Absolut Originality into global travel retail, featuring 4m original designs.

 

The company says the distinctive core brand value colour is released through a drop of cobalt blue released as a colourless liquid into the glass at 1600°C.  This results in a “unique blue infusion” appear inside the glass of each bottle.

 

“Absolut Originality presents our iconic bottle in its most classy form to date,” says Mathias Westphal, Global Brand Director at The Absolut Company. “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.”

 

The company adds that the “seemingly chaotic design juxtaposes the sleek design of each bottle”. For maximum impact the bottles are up-lit to form an arresting display alongside a lead light box visual.

 

With Nuance at Stockholm Arlanda Airport.

 

INTERACTIVE PROMOTION

It adds that when targeting digitally-savvy travellers, the Absolut Originality campaign in the Nuance store in Stockholm Arlanda Airport (Absolut’s ‘home airport’), also offers a unique experiential digital platform. Here, passengers have been invited to try their hand at creating a one-off ‘Spin Artwork’ design which doubles as a certificate of purchase in store.

 

The company adds that this bespoke unit gives travellers the opportunity to be creative and share their work digitally on social media sites through integrated iPads. The poster gift-with-purchase features the shopper’s name and individual original bottle number.

 

Libby Wilding, Assistant Brand Manager, Pernod Ricard Travel Retail Europe said: “Absolut Originality is yet another exceptional end-of-year product from Absolut and the chance to provide similarly exceptional in-store experiences for our consumers. Showcasing the creativity and innovation behind the brand, this disruptive campaign will engage travellers with the brand in new ways.”

 

In addition to its presence at Stockholm Arlanda Airport,  Pernod Ricard Travel Retail Europe will be activating the Absolut Originality campaign at the following airports between now and 13 December, 2013: Frankfurt (Heinemann); London Gatwick South (World Duty Free); Nice (Aelia); Paris Orly South (SDA); Schiphol (Schiphol Retail); and Venice (Airest).