To create their latest bottle, Absolut repurposed ink taken from hate signs around the world to spread a better message – Love
The new Absolut Drop limited edition bottle has arrived in Australia just in time to celebrate the historic 1-year anniversary of the same-sex marriage vote on November 15.
Absolut travelled to racist and anti-LGBTQ protests, collected hate signs, extracted the ink and reused the ink to create the artwork on the bottles, turning hate Into love.
Absolut’s latest campaign and bottle celebrate the power that love has to create a more open world and make a real difference in people’s lives, especially in places where hate speech and intolerance are widespread. This was the inspiration behind the Absolut Drop limited edition bottle.
The bottle design also has the word love in multiple languages expressing that love has no borders. Ink is not the only element that has been repurposed, as the bottle has also been made using 70% recycled glass including recycled glass from previously limited edition bottles.
“This message is incredibly important to us,” commented Eric Thomson, Pernod Ricard Australia, Marketing Director, “we’re passionate about creating a more open world and we are excited to reveal Absolut Drop; the ultimate expression of this purpose.
Earlier this year we were proud to partner with Sydney Gay and Lesbian Mardi Gras for their milestone 40th anniversary of the globally renowned festival that is the embodiment of celebration, self-expression and acceptance.
By bringing people together with a message of love, we can create a sign of solidarity and together drive positive change to create a brighter and more open world.”
The Absolut Drop campaign is part of Absolut’s ongoing movement to, Create a Better Tomorrow. Absolut believes in building a more open world by using creativity to drive positive change. With Absolut Drop a more open world starts with a drop of love.
The Absolut Company has the worldwide responsibility for the production, innovation and strategic marketing of Absolut Vodka, Malibu, Kahlúa, Wyborowa, Luksusowa and Frïs. Absolut Vodka is the world’s fifth largest premium spirits brand. Every bottle of Absolut Vodka is produced in Åhus, southern Sweden. Malibu is the number one rum-based coconut spirit in the world, sold in more than 150 countries. Kahlúa coffee liqueur is the world leader in its category. The head office is located in Stockholm, Sweden. The Absolut Company is a part of Pernod Ricard, which holds one of the most prestigious brand portfolios in the sector.
Absolut Drop limited edition bottle will be available to purchase in two colourways in a 700ml bottle from November 2018 in leading Australia liquor retailers at an RRP of $49.99.
