brand and bottle
Posted by Shirley Brady on September 3, 2012 04:25 PM
Absolut vodka is famed for collaborating with artists such as Keith Haring on unique limited-edition bottles. Now it's making every bottle a unique limited edition, in a global campaign that's shipping nearly four million individually designed bottles, each one as and unique as a proverbial snowflake by combining 38 bright colors and 51 abstract patterns.
According to the press release for the Absolut Unique campaign (tagline: "One of a kind. Millions of expressions"), its production team of robot artists were programmed with algorithms to ensure that no two bottles are alike: "To make every bottle become a one-of-a-kind work of art, ABSOLUT had to re-engineer the entire production process."
"A lot of world-class creators have made their interpretations of our iconic bottle. But this time Absolut was the artist," Jonas Tahlin, VP of global marketing for the Pernod Ricard-owned Absolut brand, commented to Ad Age about the ambitious Absolut Unique campaign. Absolut estimates that, theoretically, "94 quintillion uniquely designed bottles could be produced before two identical ones appear. That's more than 13 billion bottles per person on the planet."
The vibrant, eye-catching bottles, now available at select airports ahead of a wider retail rollout in October, will be individually numbered and sold in 80 markets including Britain, the U.S., China, France and Germany. More details in the behind-the-scenes video below.