When it comes to creative expression, no brand quite does it like Absolut Vodka. For decades the brand has had its finger on the pulse of contemporary culture, pushing boundaries and recognising milestones in unique and inspired manners. And the launch of the limited edition packs to celebrate 20 years of democracy in South Africa is no different.
Available in major retailers from mid-April 2014, the brand is most certainly aiming to make their mark with the unique pack design by Berge Ferrell. “As a brand we have always celebrated ‘Absolut’ transformations and freedom of expression. And the limited edition pack celebrating 20 years of democracy in South Africa speaks directly to this. The pack has a unique fingerprint graphic, which visually communicates how democracy has brought equality to our nation, united us and has given each and every person the ability to make our mark on the country’s future. This is further communicated in the collage of colours on the pack, symbolizing the spirit of ‘ubuntu’ of the rainbow nation,” explains Shirley Mabiletja, brand manager for Absolut.
The launch of the pack also forms part of the brand’s current global campaign called Transform Today, which is anchored in the insight of the Urban Creative Millennial Generation (social influencers and passionate trendsetters) who live by the brand ethos that the future is not a given, it is what you create. “We hope that by commemorating this significant milestone of our beautiful country that we will further inspire the youth to create the future — their future and not someone else’s version of it. The ultimate aim of the global campaign is to connect with the creative spirit in us all and to inspire artistic transformation around the world,” Mabiletja says.