Absolut Vodka has launched a new limited edition bottle – exclusive to travellers at major airports – to celebrate unity around the globe.
The new, collectable limited edition bottle, Absolut World, is the first Travel Retail exclusive from Absolut in three years and features an uplifting design by Swedish Illustrator Kari Moden to express love, peace and togetherness. The hyper-colourful and joyous bottle design uses evocative symbols such as a hand making a peace sign, an ampersand and a heart to signify the joining of people, drawn together by the values and experiences we share. Created by the artist through a retro clip art technique and using strokes of neon pink, green and yellow, contrasted against matte gold, the result is a playful, decorative and bold bottle that is set to capture the eye of travellers.
To mark the launch and on a mission to bring people together, Absolut will kick off a global movement asking people to share the experiences and places they love as part of an online Travellers Exchange via Absolut.com/globalselfie. Creating a hub of local insider travel tips, a “global selfie” will be the key to unlocking a world of new and unexpected experiences. To get involved, people will first take a picture of themselves and see it become a global selfie – a mosaic of hundreds of faces from around the world. Zooming into the image will reveal the details of the people that make up the face; from their location and names, to the places they recommend eating, drinking and getting together with friends in their home city – ensuring everyone can travel like a local this summer.
“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,” said Lisa McCann, Brand Director Absolut, Pernod Ricard Global Travel Retail.
Further driving the campaign in airports, Pernod Ricard Global Travel Retail will create high impact activations, merchandising and outdoor media activity in airports including Frankfurt, Singapore Changi, Sydney, Melbourne, Brisbane, Perth and Auckland Airports throughout May, June and July 2018. As well as various digital activities, a first of its kind partnership with JCDecaux will see travellers’ global selfies beamed, using smart technology, across screens of two airports simultaneously.
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