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.
This activity changed the game in the vodka category. It moved the consumer from choosing between Absolut Vodka and 4000 other vodka bottles, to choosing between four million bottles of Absolut Vodka. In more than 100 countires around the world, ordinary consumers as well as brand fans and collectors, have searched for their favorite Absolut Unique bottle. Many shoppers bought several, because they look good together, and the media loved to tell the story. Ant the consumers tweeted, instagrammed, facebook and had lots of fun.