In a most exciting global campaign, clear-spirits king ABSOLUT has embarked on a truly ambitious and artistic endeavor: to create 4 million one-of-a-kind bottles to be shipped at retail. No stranger to collaboration, ABSOLUT has hooked up with several creative minds in the past, from the worlds of art, design and music: Keith Haring, Spike Lee, Gareth Pugh, Andy Warhol, Tom Ford, Lenny Kravitz, just to name a mere handful. This time, however, the innovation was sparked in-house. A product team of robots were programmed at different algorithms to produce intrinsically different designs for each bottle, using 35 bright colors and 51 abstract patterns. The project totally changed their production process, calling for splash-guns and special paint.
To add to the uniqueness of the “One of a Kind. Millions of Expressions” brand campaign, distribution rolls out in select airports around the world, ahead of the October retail launch. I, for one, can’t wait to head for the Duty Free Shop, hoping to see the brilliantly colored bottles line the shelves.
Such an exceptional example of when premier product meets momentous execution. Salut to ABSOLUT for a campaign of world-class brand excellence.