Absolute Vodka goes Rock

Absolute Vodka, the Pernod Ricard brand, will launch a limited edition bottle...it will dressed in leather and studs and will go rock "Absolute Rock Edition"

The New Absolute Bottle

As can be seen from the picture above, the exclusive bottle will celebrate rock and the company aims at creating initiative that support the Absolute's new bottle jacket. The latest bottle will launch in Selfridges in early September 2009 and will be sold at £19.99. Following the exclusive launch, the bottle will be rolled out to other retailers at the beginning of October.

As part of this campaign Absolute will create a digital activities on it website that will focus on delivering humorous insights into a rock band's, the person behind the band and lifestyle. As with other big marketing activities, such as the launch of Eminem new album, Absolute will be present in key areas of London, especially those areas that capture the vibrant UK rock scene. This will enable the brand to reinforce it connection to the lifestyle and increase the experiential power of it campaign through gigs and rock concerts.