ABSOLUT in cooperation with Family Business agency standing behind such Absolut launches as ABSOLUT Disco, ABSOLUT Rock and ABSOLUT Glimmer, have unveiled another product—ABSOLUT VODKA ILLUSION EDITION.

According to creators of the bottle design, the idea behind the new limited edition bottle was ’embracing the unexpected’.

Though featuring standard ABSOLUT looks on the front side, each ABSOLUT ILLUSION bottle has a surprise on its back. As you turn the bottle around, you will see an illusion of ABSOLUT logo floating in the vodka inside of the bottle, which becomes possible due to magnifying and mirroring effect of the liquid. As you tilt the bottle sideways, the logo seems to move from left to right. Plus, the bottle looks different from every angle as you turn it around. The designer’s intention was to make the consumer look behind the face value, gaze deeper inside and marvel at the essence of the product.

Anna Malmhake, Vice President Global Marketing, ABSOLUT, said, «ABSOLUT has a genuine passion for creativity and illusions are a very fascinating part of the creative world. This bottle manifests our strong belief in challenging the expected and changing perspectives to create something exceptional. It is a true collectable.»

The initial launch of ABSOLUT VODKA ILLUSION EDITION took place on May 1. Overtime, the product will be launched across different markets worldwide.

Family Business team:

CD: John Lagerqvist, Mårten Knutsson
Art Direction: Fredrik Lindquist
Designers: Christian Styffe, Magnus Lundgren
Copy: Tove Norström
Photography: Alexander Crispin