Liquor firm Pernod Ricard has announced the launch of limited edition of its iconic vodka brand ‘ABSOLUT’ in India. The launch follows its limited edition launch in the mature vodka markets in Americas and Europe adding India in the global vodka map with other leading markets. And as with all limited edition products, the brand has plans to rope in the most creative minds in the country to design the bottle.
Known for its classic style of advertising adopted for ABSOLUT, the brand’s association with artists and creative minds goes back to the 80’s, when it commissioned artworks from renowned artists like Andy Warhol to be used in Absolut Vodka’s advertising campaigns. Blending its affinity for art and creativity, Absolut has announced the ‘Design the Absolut India Limited Edition’ contest, in partnership with Talenthouse India, a creative crowdsourcing platform.
The idea is to create an India-themed, India-inspired design where the artists adapt what they love about India and what they think represents India into a fresh, inventive design that will be printed on the Absolut India limited edition bottle.
Apart from being given credit and social media fame, the winning designer will receive upto Rs. 500,000 cash incentive. Additionally, the first runner-up will receive Rs. 200,000 while the most popular design will get Rs. 50,000. If that is not enough, 15 selected entries will receive Rs. 10,000 each.
One can participate in the contest at the Talenthouse website or access the app on the Absolut India Facebook page. Both Talenthouse and Absolut are promoting the contest on their Facebook pages. The Absolut India Facebook page with a fan base of over 4.9 million, has been sharing regular visual updates on its wall. It has been sharing creative ideas for the India edition bottles too, the below image has been inspired by the Dabbawalas of Mumbai:
Absolut goes to the masses
The brand has worked with many eminent Indian artists like Anish Kapoor, Subodh Gupta,Vikram Seth and Bharti Kher but this time, for the Limited Edition, it has sought to crowdsource from an artist community. This not only strengthens the vodka brand’s association with art but also creates a historic platform for aspiring artists. Every artist would want to have his/her design printed on an Absolut bottle and carve a name for eternity.
It is good to see Absolut, like many iconic brands, is now choosing to experiment with the changing times. A crowdsourcing campaign for its limited edition vodka bottles could be a great start to leveraging the reach of social media. Besides, it also helps build on the brand’s ‘Cities’ ad campaign where Absolut came up with city-specific bottles paying tribute to New Orleans, Boston, Brooklyn, and more. Next up could be the ‘Absolut Mumbai’ edition.
Roping in Indian artists to capture the essence of India for its India limited edition bottle is a clever marketing move. What do you say?