The bottle's design is based on that of a 19th century Swedish apothecary's bottle. Shoppers will be able to walk inside the bottle to watch ice sculptors performing live carving.
The campaign is part of an integrated marketing campaign to launch Absolut Chilled and to highlight the fact that the drink is best served at 0掳 Celsius.
The project will be supported by sales promotion, on-trade activity and PR.
The Absolut Chilled giant bottle follows other campaigns by its distributor Maxxium UK, such as the Absolut Zero ice rink in Covent Garden in 1998 and the Absolut Citron Island that floated down the Thames in 1999.
The drive was created by TBWA\London.
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