Absolut wants to inspire people around the world to spread love with the launch of its latest limited edition bottle. In this new limited edition campaign, Absolut repurposed ink taken from hate signs around the world to spread a better message. Love
Love is the most powerful force in the world. This is why Absolut’s latest campaign
celebrates the power that love has to create a more open world and make a real
difference to people’s lives, especially in places where hate-speech and
intolerance is widespread.
This was the inspiration behind the Absolut Drop limited edition bottle. The bottle
design contains ink taken from hate signs around the world and repurposed to
spread a message that radiates positivity. Absolut travelled to racist and anti-
LGBTQ protests, collected hate signs, extracted the ink and reused the ink to
create the mint and pink Absolut bottle outlines printed on the limited edition
bottles. The bottle design also has the word love in multiple languages showing
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 previous limited edition bottles.
“This campaign is incredibly important to us,” commented Gaia Gilardini, Absolut
Brand Director, Communications & Channel Marketing, “we’re dedicated to
creating a more open world and we are excited to reveal Absolut Drop that is the
ultimate expression of this purpose. 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.”
This message transcends borders and shows that everyone has the power to turn
hate into love and spread a better message. No matter how small an action,
everyone can make a difference.
This campaign is part of Absolut’s ongoing brand platform, Create a Better
Tomorrow, Tonight. 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.
Absolut Drop limited edition bottle will be available to purchase in two
colourways from October 2018. For information on price and availability, please
contact your local retailer.