The chance to own your own bottle of Absolut Vodka is coming. I mean, your own bottle as in, unique to you - each is unique.
In the coming weeks, Absolut Vodka will begin distributing nearly four million bottles across the globe. And every one of them will be different.
The project, called Absolut Unique, required a complete re-engineering of the company's production plant in Sweden. Splash guns were set up and color-generating machines programmed with complex coating, pattern and placement algorithms to ensure that no two bottles are alike. Absolut dubbed the process, ‘carefully orchestrated randomness.’
"Absolut Unique feels a bit mad scientist, a bit street art," Jonas Tahlin, vice president of global marketing for The Absolut Co., stated. "The production line looked more like an artist's studio than a bottle factory." He added: "A lot of world-class creators have made their interpretations of our iconic bottle. But this time Absolut was the artist."
The bottles will be individually numbered and distributed in 80 markets. The unique designs incorporate 38 different colors and 51 pattern types. Marketing will include print and digital ads and promotions at stores and bars. Agencies on the project include Family Business of Stockholm for creative, packaging print and below the line. Digital is by Sweden-based Great Works and PR by Jung Relations, also based in Sweden.