Some of the most luxurious vodka sits within bottles of Absolut. There has long been a link between Absolut Vodka and high-end luxury. Now, Pernod Ricard Travel Retail is bringing Absolut to the realm of fashion with the Absolut Mode Edition. The limited edition bottle and gift pack set of Absolut Mode are all about celebrating fashion. The bottles themselves resemble the classic pinstriped suits of Saville Row. The bottle made its travel retail debut on 6 September 2011 at the Stockholm Arlanda Airport. There are big plans for the global launch.
The International Launch
A grand marketing campaign has been planned for Absolute Mode Edition. The advertising campaign features supermodel Shannan Click. Veronique Didry provided the styling, while up-and-coming fashion photographer Sharif Hamza performed his magic behind the camera. The campaign images involve a set that features an enlarged Absolut Mode Edition bottle made out of one-way mirrors. Click was captured through those mirrors.
The global launch is being carried out throughout the fall season. An all-round campaign has been planned. This covers all media and involves special installations in key markets. In fact, Pernod Ricard is taking the fashion theme very seriously. Select installations will be designed like walk-in closets. Consumers will have to walk in to see the Absolut Mode bottle in all its crystal pinstripe finery.
The Absolut Company Global Travel Retail Director Anders Olsson admitted to being “thrilled” about the launch. He said, “Fashion feels like home turf for us at Absolut…” He added that The Absolut Vodka Crystal Pinstripe Bottle is a premium vodka that is created exclusively for travelers.
The company is making extensive use of technology to engage and interact with customers passing through the Arlanda Airport. Prominent promotional displays combined with the use of digital technology have generated interest in the product. As the launch kicks off and the holiday season approaches, the Absolut Mode Edition should attract even more interest.
Absolut And Fashion
Absolut’s connection with the fashion industry has been a longstanding one. It all began in 1985, when Andy Warhol used Absolut as inspiration for his artworks. Warhol designed an Absolut bottle, that later became known as ‘Absolut Warhol’. Several other creative collaborations followed suit. Since 1987, ace designers like Jean Paul Gaultier, Tom Ford, Marc Jacobs and others have been associated with the premium vodka brand. The likes of Naomi Campbell and Kate Moss have also been forged professional links with the brand, as have top photographers like Steven Meisel, Helmut Newton and Mario Testino.
Thus, Sharif Hamza and Shannan Click are in good company. Hamza added, “It’s a real honour to be included in this group of legendary image-makers.”
Designed For The Holiday Season
The Absolut Mode Edition is essentially designed for the holiday season. Each year, Absolut has been producing a premium and limited edition bottle to mark the festive season. Previous offerings include Absolut Glimmer, Absolut Mini Bar, Absolut Masquerade and Absolut Bling Bling.
The annual exercise is carried out to cater to the ever-changing expectations of the brand’s customers. As Olsson puts it, “constant re-invention is in our DNA.” It is also about presenting “something new, unexpected and desirable,” he added.
Via: Moodie Report