Absolut UK hosted an interactive event series to support the launch of its limited-edition “Glimmer” bottle, which features a glass finish that mimics crystal facets. Consumers had to apply to take part in the events, which, like the new bottle, have the goal of turning ordinary experiences into extraordinary ones. In London, for instance, visitors entered an abandoned warehouse to the surprise of an indoor rainstorm, followed by 15 seconds of “fame” in front of a paparazzi swarm and, then, a gourmet one-minute meal with strangers. Together with the crystal-inspired bottle, the Absolut events were designed to make deeper connections with consumers by offering them “limited-edition” experiences.(Package design: Family Business,www.familybusiness.se)
