BACKGROUND
Absolut wanted to launch an exclusive limited edition vodka solely for the global duty free and travel retail markets. The new edition would offer travellers a range of tropically flavoured vodkas that they wouldn’t be able to get at home.

STRATEGY
Named Absolut (flavour of the) Tropics, WMH’s approach was to create a stir with an ‘Absolut twist’ on the exotic fruits found in the sun-drenched tropics.

SOLUTION
Florida, the Caribbean, Hawaii, the Seychelles. Exotic fruits thrive in all these tropical locations. Rather than represent fruit the usual way, the design uses strikingly bright thermal images of the world map. This brand new look for Absolut captures the exotic flavour twists and offers consumers the perfect souvenir.