Absolut has just made facing-up that bit more challenging with the launch of its latest limited edition, Absolut Facet.
The vodka brand has gone nuclear in the arms race for on-shelf stand out with an asymmetric blue bottle, which has a “gem-like appearance designed to catch the light in unique ways”. The shape is intended to highlight the many “faces” of the brand’s Absolut Nights marketing campaign. Obviously.
Absolut Facet is the latest in a series of limited editions, which has also seen such creations as Absolut Electrik and Absolut Warhol.
Adam Boita, head of marketing at Pernod Ricard UK, commented: “We have seen strong growth for Absolut in the off-trade, demonstrating that the Absolut Nights campaign combined with limited edition offerings such as Facet, are resonating with customers.
“Absolut embodies the idea that the best nights happen out of the blue and Absolut Facet fully reflects this, supporting the Absolut Nights campaign which inspires shoppers to embrace spontaneity.”
Lmited edition Absolut Facet is available now with an RSP of £18.75.