Absolut Unique launches in global travel-retail

Andrew Pentol

12-Sep-2012

The launch is backed by a 360-degree marketing campaign in all available media

Liquor supplier Pernod Ricard Travel Retail has announced the launch of Absolut Unique, the new limited edition of close to four million individually designed and numbered Absolut bottles in global travel-retail and duty-free. It will then be launched in domestic markets starting in October.

The Absolute Unique launch is backed by a 360-degree marketing campaign in all available media. Regional activations in the duty-free and travel-retail market worldwide include in-store brand installations, tastings of perfectly mixed new generation cocktails, uniformed expert ambassadors and demonstrations of mixology and the production process to consumers on screens, tablets and other devices.

The new production process featured a complex interaction of human and mechanical elements according to the supplier. Splash guns and colour-generating machines were applied and complex coating, pattern and placement algorithms were programmed to ensure that no two bottles would be alike. Thirty-eight different colours were used and 51 pattern types were applied to the bottles. The striking appearance of each individual bottle was achieved through a radical range of colours contrasting a white, matte paper label that features each bottle’s individual number.

The Absolut Global Travel Retail Company director Anders Olsson said: “This is a truly daring, cutting edge concept that takes our Absolut creative and innovative heritage into a new dimension. It is a great tribute to our global duty-free/travel-retail market that we are entrusted with the honour of launching this product before it is released into domestic markets worldwide.”

He added: “Absolut Unique is the perfect personalised gift. Each customer will be able to find his/her favourite and the appearance of the individual bottles gathered on the shelves will be spectacular. We knew from the beginning that this was a great concept. It was the execution that was a tremendous challenge. I can really claim that we have surpassed ourselves with this launch.”

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