Absolut Gustafson unveiled at Cannes

Pernod Ricard has unveiled Absolut Gustafson at the TFWA in Cannes, a new limited edition for global travel retail.

The new bottle, which has been produced in collaboration with Swedish artist and fashion illustrator Mats Gustafson, was showcased at the Plage Royal in Cannes ahead of a roll out to global travel retail in April 2012.

Absolut Gustafson is flavored with 'sun-ripe' cherries, 'freshly sliced' strawberries and 'warm oriental' notes of cardamom and chai.

According to Absolut the bottle design features a “dramatic green and bright pink horizon”.

Talking of the design, Mats Gustafson said: “The final artwork combines these two colour blocks and, for me, they translate into the earth and the sky.”

Anders Olsson, director of The Absolut Company Global Travel Retail, said: “It’s far more than just a one-off promotion. It continues our proud legacy of creative partnerships in the fields of art and fashion that started back in 1985, with the groundbreaking Absolut Warhol campaign.

“It is thus a key initiative in our overall brand image building strategy, which is based on constant re-invention.

“The fact that we are launching this new flavour exclusively for travellers is yet another tribute to the great strategic importance that our market has — and always has had — in the brand image marketing philosophy of Absolut.”

The launch will be backed by a ‘360-degree’ marketing campaign, including brand installations in the duty free/travel retail market and the signature serve, Absolut Gustafson and Ginger (ginger ale).