Absolut launches limited edition in multiple trade
Following its successful launch in September 2010 in prestige retail and on-trade, Pernod Ricard UK has announced plans to roll out a one litre format of ABSOLUT LIMITED EDITION across the multiple grocery channel from the end of January.
Following its successful launch in September 2010 in prestige retail and on-trade, Pernod Ricard UK has announced plans to roll out a one litre format of ABSOLUT LIMITED EDITION across the multiple grocery channel from the end of January.
Available in Tesco, Asda and Co-op with an RRP of £20.00, the bottle encourages consumers to view the brand from a different perspective with the appearance, texture and form changed for the first time in the brand’s history. The launch will be supported by ABSOLUT BRILLIANCE, a significant through-the-line campaign designed to drive consumer awareness of ABSOLUT’s visionary offering.
The ABSOLUT BRILLIANCE strategy will communicate the LIMITED EDITION messaging through multiple consumer touch points including a print campaign featuring in Metro, The Times and The Guardian. The brand will also run extensive outdoor advertising throughout the UK, designed to drive consumers in-store.
ABSOLUT has linked up with luxury fashion photographer Arthur Woodcroft to develop the ABSOLUT BRILLIANCE creative being used across the in-store POS – including bespoke illuminating shelf displays and striking free standing display units – to bring the bottle to life and create in-store theatre.
Commenting on the launch, Vlastimil Spelda, Marketing Director for Spirits at Pernod Ricard UK, said, “ABSOLUT LIMITED EDITION one litre bottle reinforces ABSOLUT’s ‘Manifesto’ that doing things differently leads to something exceptional.
“Through the support of our ABSOLUT BRILLIANCE advertising campaign and in-store activation, we are applying this philosophy to turn consumers’ everyday shopping experience into something extraordinary. With such a strong through-the-line campaign and a genuinely bold in-store proposition, we are providing grocers and consumers with a proposition that helps to bring the excitement and theatre of a bar into the off-trade environment.”
Source: Absolut
All content and features on this website are copyrighted with all rights reserved. The full details can be found in our privacy statement
