Absolut celebrates the power of love

Absolut is targeting vodka lovers with a limited-edition bottle that has hit shelves in time for Valentine’s Day.

The Absolut Drop bottle has been created using ink extracted from racist and anti-LGBT+ hate signs around the world.

It is adorned with the word “love”, rendered in multiple languages, in a bid to celebrate the power of love and show that it has no boundaries.

It is also made using 70% recycled glass.

The launch is bolstered by a TV ad campaign running across Channel 4, Sky and ITV3, plus a digital campaign that ties in with LGBT+ History Month this February.

Chris Richards, head of marketing for Absolut, said: “This campaign champions the brand’s belief of building a more open world, using creativity to drive positive change. We’re proud to have placed the powerful message that love has no borders at the heart of Absolut’s iconic bottle.

“We’re also delighted to continue our support of the LGBT+ community, continuing our partnership with Stonewall as part of this campaign, but also by proudly showcasing a Take Pride in Diversity medallion on the bottle. We know our annual Pride limited-edition bottles are collectors’ item for many and with this limited edition, we hope to capture attention for this cause.”

The Absolut Drop limited-edition bottle is available now with an RRP of £19.45 across grocery, convenience and wholesale channels.

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