Challenge:
Absolut Vodka have for years led the innovation in vodka packaging, with limited edition packs like Absolut Disco, Absolut Rock and Absolut Illusion. For 2012, it was time to redefine limited editions in itself.
Solution:
The idea was to make four million unique bottles, so that each and every bottle becomes a limited edition in itself. We had to rebuild the production line, and use every possible aspect of glass decoration in a new way.
Results:
Virtually all four million bottles sold out before the campaign period was over, without any price-offs, in general a must when retailing vodka during the busy end-of-year-season. Consumers tended to choose between all the Absolut bottles instead of other vodka brands. Which is exactly what we wanted.