Absolut has unveiled a new inclusive media campaign, spearheaded by the launch of a limited edition bottle.
The brand’s Drop vodka (rrp £19.45) is set to launch in time for Valentine’s Day and its packaging has been created using ink extracted from racist and anti-LGBT hate signs from around the world, branded with the word love in multiple languages.
The limited edition bottle, which is made using 70% recycled glass, will be accompanied by a disruptive media campaign aiming to spread a positive ‘love, not hate’ message.
Absolut head of marketing, Chris Richards, said: “This campaign champions the brand’s belief of building a more open world, using creativity to drive positive change. We’re proud to have placed the powerful message that love has no borders at the heart of Absolut’s iconic bottle.
“We’re also delighted to continue our support of the LGBT+ community, continuing our partnership with Stonewall as part of this campaign, but also by proudly showcasing a ‘Take Pride in Diversity’ medallion on the bottle. We know our annual Pride limited-edition bottles are collectors’ item for many and with this limited edition, we hope to capture attention for this cause.”
A 20 second film, airing on TV and video on demand services including Channel 4, Sky and ITV2, will support the bottle launch.