Absolut Vodka dons studded leather cover

LONDON - Absolut, the premium vodka brand, is to market a £19.99 special 'Rock' bottle wrapped in leather and studs with an experiential and digital campaign.

Absolut Vodka Rock Edition follows the success of previous one-off looks Masquerade and Disco, and marks the start of a campaign called 'In An Absolut World, You Rock'.

The bottle will launch in Selfridges on September 1 priced at £19.99 before being rolled out nationwide at the beginning of October.

It is designed to pay tribute to the vibrant, bold and irreverent world of rock and its unveiling will be supported with creative marketing activities aimed at making consumers feel like rockstars.

High-profile experiential activity next month will focus on the concept of the backstage rider, the list of requirements made by musicians that can be notoriously extravagant.

Areas of London well known for their vibrant UK rock scene will be targeted by the campaign and unique experiences will be created for consumers during gigs and concerts.

Mark Hamilton, head of marketing for vodkas at Pernod Ricard UK, said the campaign was a chance to work with the off-trade to help them to add value and drive sales in the all-important lead up to Christmas.

A website has also been set up where users can see photographer and filmmaker Danny Clinch's director's cut film depicting his vision of rock and roll together with his photographs of rock band Wolfmother pictured with the Absolut Vodka Rock Edition bottle.

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