Vin & Sprit has unveiled a disco-themed extension for its Absolut vodka brand.
The mirror ball-inspired Absolut Disco is set to launch in selected markets from next month, the Swedish company said today (10 September). The one-litre gift pack consists of a mirrored bottle covered in 1,000 reflecting prisms.
"The Absolut Disco gift pack predecessor from 2006, Absolut Bling Bling, became an instant success with its golden touch and is now a sought-after object on online trading places like eBay," said Katarina Nielsen, international marketing director, V&S Absolut Spirits. "Absolut Disco is a natural follow-up where we have further extended the possibilities of what a gift pack can offer the consumers."
Absolut Disco will be backed by a dedicated website - \www.absolut.com/disco - which is launching this month.
"The campaign website with its hand disco video generator is truly interactive and lets the visitors create their own disco moves", added Christina Bergman, communications manager for V&S Absolut Spirits.