By Sacha Delfosse
Continuing its collaborations with the fashion world, Absolut Vodka has launched a new limited edition bottle, Absolut Mode Edition.
As part of the launch, Absolut rolled out 800 Mode displays across Australia, as well as running 'live model activations' in each capital city.
The real-life activations featured models posing for the public with bottles of Absolut Mode in the shop windows of off-premise and on-premise accounts such as Spencer Street IGA in Melbourne and Groove Train in Brisbane.
A consumer launch was held on November 9 at Hugo's Lounge in Sydney and Absolut also teamed up with premium fashion retailers such Ksubi, Zimmerman, Ginger & Smart and ACNE to include Absolut Mode visual merchandise in their stores and windows for a week.
"During that one-week period all customers who purchased from those stores received a drink redemption card for a near by on-premise venue," Pernod Ricard brand manager Jessica Trochei says.
Participating venues included Hugo's Lounge, Hugo's Bar Pizza and Hugo's Manly (NSW), Laruche and Groove Train (QLD), Prahan Hotel and Tuscan Bar (VIC) and Hotel Richmond (SA).
"The aim was to link the connection between Absolut Mode and fashion as well as drive new consumers into surrounding on-premise venues."
"Absolut Mode Edition is a reflection of fashion. At the centre of the initiative is the iconic Absolut bottle, for a limited period redesigned to reflect its surroundings. The campaign, featuring supermodel Shannan Click, was shot by renowned fashion photographer Sharif Hamza," Trochei explains.
Absolut also collaborated with fashion designer Gareth Pugh, who dressed a limited number of bottles in 'outfits'. And sticking with the fashion theme, Absolut has created two signature drinks, Haute Couture and Ready To Wear, to be served at fashion events.
Haute Couture is made with Absolut Vodka, pink grapefruit juice, rose syrup and soda, while Ready To Wear contains Absolut Vodka, elderflower cordial, lemon juice and tonic water.