Pernod turns to Absolut Mode

04 October, 2011

Pernod Ricard has added to its ever-widening stable of Absolut limited editions with the release of Absolut Mode to global travel retail (GTR) for the run up to Christmas.

The new bottle and gift pack, which continues the brand’s ‘world fashion’ theme and follows Absolut Crystal Pinstripe, debuted at Stockholm’s Arlanda airport last month ahead of a roll out in GTR.

Pernod Ricard Travel Retail’s accompanying ‘360-degree’ campaign includes brand installations in key markets, with a select number incorporating “small, luxurious walk-in closets” that feature images of campaign star and supermodel Shannan Click.

Fashion photographer Sharif Hamza and stylist Veronique Didry are the creative forces behind the installations.

Anders Olsson, director of The Absolut Company Global Travel Retail said: “Fashion feels like home turf for us at Absolut, and it’s great to be back on that stage with this exciting new initiative.

“Our consumers, global travellers, are an extremely progressive and discerning target group, always on the lookout for something new and unseen to bring back home. 





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