Absolut launches its sixth city-inspired vodka.
introduces its sixth limited-edition, city-inspired flavor, Absolut Miami. The
challenge was to develop a truly inspiring concept that resonated with the
free-spirited people of Miami and the greater Florida area. Global brand
agency,The Brand Union(www.thebrandunion.com) was tasked with bringing the city flavor to life.
Kouchnir, VP Marketing at Pernod Ricard states, “The Brand Union has a keen
understanding of the cultural nuances that play a critical role for our city
series. Their work in bringing these cities to life, through a bottle design
that’s a whimsical wink and a knowing nod to what defines Brooklyn, San
Francisco, and Miami, is a sheer testament to their immersion and research in
Andersson, a Creative Director at The Brand Union NY, a global branding agency,
talks about the development of the design, “Absolut is an iconic brand. We
wanted to continue the success of its city series by bringing Miami to life on
the bottle, while telling a story that encompasses all the attributes, quirks,
and spices of this amazingly diverse and passionate city”.
The design needed to move
beyond the flavor, a refreshing blend of passion fruit and orange blossom. This
fusion of flavors echoes the hot climate and passionate fire of Miami with
undertones of the ever-present Floridian orange. The brand looks to take the
consumer on an adventure from dusk ’til dawn through the city, indulging the
senses in the vibrant beat of the nightlife that Miami has to offer. The
design illustrates the bright, energetic city with color and Miami-specific
Miami follows on the heels of the agency’s successful collaboration with
previous limited editions which have included Absolut Brooklyn in 2010 and
Absolut San Francisco in 2011.