Absolut has announced its latest limited edition bottle design marking ongoing support for creativity, as well as the lesbian, gay, bisexual and transsexual (LGBT) community.
Adam Boita, head of marketing at Pernod Ricard UK, said: “At Absolut, we support the notion of an inclusive world that allows people to connect without labels. The Absolut Mix design features the six colours of pride entwining together as semi-transparent triangles whilst maintaining their individuality – symbolising the unique connections that can be created when various individuals mix together.
“Consumers will notice the distinct absence of the overarching Absolut logo in the centre of the bottle – a nod to our support for the removal of social labelling.
“Absolut Mix will be available to retail channels from June and its visual punch is sure to be a hit with shoppers for the summer party season. We’ll be supporting the launch with an expansive campaign, spanning partnerships with artists, digital, social, in-store media and stunning outer case artwork.”
To celebrate the launch of Absolut Mix (in the UK), the brand will be installing a LED curtain for a month at Vintage House, a specialist fine spirits retailer on London’s Old Compton Street, which will showcase the bottle using video footage. It said the curtain will also be made available for retailers to use in their own stores.
We have asked for details on expected availability in travel retail – check back for more news.
www.absolut.com
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