Absolut Vodka launches Absolut Gift, the new limited edition phygital bottle

Absolut Vodka goes beyond the concept of “bottle” and launches the pilot edition of the new Absolut Gift, on sale exclusively and in a limited edition on Amazon Italy, to give people the opportunity to create interactive, personalized, fun and engaging gifts. The new bottle fully expresses the key values ​​of the Absolut universe, which has always aspired to a more inclusive world, where people and ideas can come together in a fun and authentic way.

Each bottle of the limited edition Absolut Gift by Absolut Vodka is in fact equipped with a QR code that allows you to enjoy a personalized “gifting” experience and one of a kind. Alone or collaborating with your friends it will be possible create personalized messages through Augmented Realityto make every occasion special using a mix of voice notes, photos, signatures, emojis and much more: a truly unique gift experience, halfway between real and virtual, to be enjoyed with your favorite people.

How does it work

The person who chooses to give the Absolut Gift bottle as a gift will have the possibility – after purchase – to remove the adhesive label and view the customizable QR code first, by inserting a written or even multimedia message. The customization can then also be shared with other friends who wish to participate in the gift, to create an unforgettable group message.

The person who receives the gift will scan the same QR code on the ed label by framing the bottle through your smartphone, you will be able to live a unique and immersive experience, in Augmented Reality.

The message you will receive will go beyond the bottle and the simple card: it will become a real experience, a unique and sincere moment. «There are always many opportunities to celebrate: a birthday, an anniversary, a promotion but also a simple meeting with old friends – comments Letizia Invernizzi, Brand Manager, Absolut, Pernod Ricard Italia – In Italy, as in other countries, we really love celebrating anniversaries to make them unforgettable. We are therefore really excited to transform this tradition into a memorable and unique experience, thanks to the customizable Absolut Gift bottles, which combine innovation with a real, sincere and lasting feeling. We want to once again promote the sense of union and cohesion between people, leading them to mix and share unique experiences. With this launch, Absolut undertakes to transform and innovate the custom of the “classic gift”, setting itself as its objective – which is the essence of every occasion celebrated – the unforgettable memory.”

Elin Furelid, Director of Future Packaging, The Absolut Group, adds: «In the new, increasingly digital world, consumer behavior gravitates towards more phygital experiences, while more traditional gift options are gradually being abandoned for environmental reasons. This pilot initiative is a testament to our commitment to creating precious and lasting memories, beyond the physical bottle. This marks the beginning of a series of diversified gifting initiatives aimed at providing a unique “gifting experience” for consumers around the world.”

From 21 March 2024, the limited edition 700cl Absolut Gift bottles are available for purchase exclusively on Amazon Italy.

Source: Vanity Fair

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