Pernod Ricard Global Travel Retail has launched a limited-edition bottle, Absolut Drop, which symbolises the turning of hate into love.
The bottle design was inspired by Absolut representatives visiting what the company describes as racist and anti-LGBTQ protests around the globe and collecting hate and intolerance-filled signs and placards. The ink from these messages was then “extracted and repurposed to spread a better message of positivity”, and embodied in the look of the special Absolut Drop bottles.
The drinks company partnered with social media influencers around the world to initiate a global conversation on what ‘love’ means. The campaign reached an estimated 400,000 people, engaging with over 11,000 consumers who shared their different interpretations and experiences of love.
The bottles (containing regular Absolut) were made from 70% recycled glass, including glass from previous Absolut limited-edition lines.
Absolut Brand Director, Communications & Channel Marketing Gaia Gilardini said: “This campaign is incredibly important to us. We’re dedicated to creating a more open world and we are excited to reveal Absolut Drop, which is the ultimate expression of this purpose.
“By bringing people together with a message of love, we can create a sign of solidarity and together drive positive change to create a brighter and more open world.”
Why Absolut is spreading a message of love
Absolut said that it believes in creating “a better, more open world. One where everyone has the freedom to express their true selves, without fear or discrimination.
“For 35 years, we have been proud to stand behind with the LGBT+ community, championing equal love for all,” it continued. “We celebrate the right of individuals to love whomever they choose, wherever they come from.”
Through the years, Absolut has activated a wide range of LGBT+ initiatives, including the first spirits bottle ever to wear the rainbow flag, which was made in collaboration with Gilbert Baker, the designer behind the original flag.
More recently, the brand marked the 50th anniversary of the partial decriminalisation of homosexuality in England and Wales with its Kiss With Pride campaign.