4 September 2012

ABSOLUT Vodka Launches 4 Million One-Of-A-Kind Bottles

[Click here to view the video in this article]

One again, setting the bar high for its limited-edition bottles—for its design project called ‘ABSOLUT Unique’, Swedish vodka brand ABSOLUT Vodka will be distributing 4 million bottles across the globe, each featuring a unique design.

To make it happen, the brand had to completely re-engineer the company’s production plant in Sweden to create the limited-edition bottles.

The process involved “carefully orchestrated randomness”, setting up splash guns and color-generating machines specifically programmed to generate complex coating, pattern and placement algorithms—the executives told Ad Age—so that no two bottles are alike, like snowflakes.

“ABSOLUT Unique feels a bit mad scientist, a bit street art,” Jonas Tahlin, vice-president of global marketing for The Absolut Co., said in a statement. “When the bottles first appeared on the conveyer belt, we cheered. By that point the production line looked more like an artist’s studio than a bottle factor.”

“A lot of world-class creators have made their interpretations of our iconic bottle. But this time ABSOLUT was the artist.”

Each one-of-a-kind bottle bears its own number to emphasize its uniqueness.

The designs include 38 different colors and 51 pattern types.

The bottles would be distributed in 80 markets worldwide, including US, UK, China France and Germany.

“Anyone could do one or two unique products,” Tahlin said. “We’re making close to 4 million.”

Watch the behind-the-scenes video of the production of the Unique project below:

[via Ad Age]