Absolut clothes bottle in leather and studs for rockstar edition

by Gemma Charles, marketingmagazine.co.uk 11-Aug-09, 13:00

LONDON - Pernod Ricard UK is to launch a rock-inspired limited edition of its Absolut brand which comes wrapped in leather and studs.

This follows the limited-edition Masquerade and Disco bottles in recent years. The latest bottle will launchin Selfridges on 1 September 2009 priced at £19.99, before being rolled out to other retailers at the beginning of October.

Experiential and digital activity will focus on delivering to consumers humorous insights into a rock band's personality and lifestyle, themed around backstage ‘rider' demands of some of the most famous names in rock.

Key areas of London, that capture the vibrant UK rock scene, will be transformed to reflect the rock lifestyle, as well as experiential marketing during gigs and concerts.

Mark Hamilton, head of marketing for vodkas at Pernod Ricard UK, said: ‘Absolut Rock Edition is our way of celebrating rock and invites consumers to feel like rockstars.'

The activity was developed by Absolut in cooperation with TBWA, Family Business, Great Works and Jung.