The Absolut brand has been, virtually from the start, a rare combination of unique and recognizable package, used as an advertising icon, supporting a premium at-home and on-premise visibility, and ultimately making consumers feel part of a lifestyle experience. Not bad for a simple glass bottle. (In the interests of full disclosure, Pernod Ricard is a client, but I don’t work on this brand).
Now we have a new combination of relevant and fresh package design, support of a local illustrator, crowd sourced consumer involvement, and perhaps most importantly, support for community arts programs in Vancouver.
As reported at dexigner.com, Absolut will apparently give up to $120,000 in support of the local arts community from the proceeds of its newly designed Vancouver themed bottle designed by local illustrator and graphic artist Douglas Fraser.
This is the first Canadian city the brand has chosen for its city themed bottles. The other interesting twist as part of this introduction is an arts contest, where Vancouver residents can vote on their favorite community arts proposals.