The consultancy was appointed to the project after presenting credentials to Absolut at the beginning of the year, according to Wybe Magermans, account director at WMH.
The bottles use thermal imagery of maps to represent the tropical flavour. Magermans says, ‘Absolut always asks for the unexpected – the one thing we didn’t want was to present lots of pictures of palm trees.
Lena Dåderman, project manager for product innovation at Absolut, says, ‘For a leading-edge, creative brand such as Absolut, it’s crucial that we work with creative partners that can think laterally when answering a brief.’
The product is being launched in January exclusively to the international duty free/travel retail market for a six-month period.