Travel Retail and Duty Free Business Intelligence    Saturday 01 November 2014

SPIRITS AND WINES

Absolut exposes two major travel retail vodka launches at Orlando show

Published: 18/04/13

Source: ©The Moodie Report

By Mary Jane Pittilla, Brands Editor

On show at IAADFS: Absolut Denim and Absolut Exposure travel retail exclusive vodkas
Pernod Ricard Global Travel Retail introduced two major limited-edition, travel retail exclusive Absolut vodka gift packs to buyers at the 2013 IAADFS Duty Free Show of the Americas in Orlando.

The first, Absolut Exposure, is a Traveler’s Exclusive limited-edition flavour celebrating the arts of photography and illusion, developed in creative collaboration with visionary artist Johan Renck.

Described as a new-generation flavour made with honey melon and lemongrass, Absolut Exposure is presented in a bottle and gift package with an innovative and groundbreaking technique of incorporating photography — for the first time — in bottle printing.

Visionary Swedish director, photographer and artist Johan Renck has photographed actress and supermodel Lydia Hearst guised in a number of different ”personas”. Three of these characters — called Carter, Trojan and Dimitty — were selected to illustrate the multi-faceted nature of every individual, adding diversity to the product offer as well as an illusory effect to store displays, the company said.

By purchasing all three bottles, the consumer acquires an instant Absolut limited-edition collection, it added.

In addition to the images of Lydia Hearst, the bottle decor also features a bowler hat (a trademark of Johan Renck) and hands ”holding” the image, symbolising the dual role of the artist.

”That’s the complex and schizophrenic nature of the photographic medium — being the observer,
a voyeur, yet ultimately commanding the position of deciding what reality or perception of reality
to project,” said Renck.

Launched throughout the global duty free/travel retail market from January 2013, Absolut Exposure is supported by an innovative marketing campaign in all media, including distinctive in-store brand installations.

Said The Absolut Company Global Travel Retail Director Anders Olsson: ”Both the product itself, the packaging and the campaign represents some of our core brand values — premiumness, innovation and cutting edge creativity. For a frontline brand as Absolut, it’s all about constantly pushing boundaries. This launch is also yet another tribute to the brand building qualities of our global duty free/travel retail market and a proud successor of our previous groundbreaking Traveler’s Exclusive launches.”

US designer Loren Cronk has designed a fitted denim second-skin with a cooler lining
Absolut Denim begins roll-out

The second major product launch in Orlando was Absolut Denim. From 4 March 2013, it was introduced at Singapore Changi Airport and then rolled out in selected international airports worldwide in April through July.

Described as a limited-edition gift pack presented exclusively for global travellers, Absolut Denim is said to build on the heritage of the Swedish vodka brand's creative collaborations with leading cutting-edge creatives, this time with Brooklyn-based denim designer Loren Cronk, who has a global reputation for his handmade jeans.

Cronk has designed a fitted denim second-skin with a cooler lining. Taken from the freezer, the Denim skin keeps the vodka cool for up to two hours. The skin also has a QR code which, when swiped with a smartphone, takes you into the Absolut Drinkspiration world of cocktails, exploring mixability qualities.

Absolut Denim is backed by a powerful marketing campaign in all available media, including brand installation in major international airports, tastings and various other events.