Absolut partners with Tomorrowland festivalBy Alice Brooker
Pernod Ricard and Tomorrowland have released a limited edition Absolut vodka bottle ahead of the digital dance festival.
Absolut vodka’s new limited edition bottle has been designed to bring together the ‘shared values of inclusivity and diversity’ of its partnership with dance and music festival Tomorrowland.
Tad Greenough, global CCO at Absolut Vodka, said: “Absolut vodka and Tomorrowland share the belief that what unites us is stronger than what divides us.
“We both know that together we can create a better tomorrow. Human connection is more important now than ever, and this partnership looks towards a time in the future when we can be together on the dance floor in real life”.
Absolut X Tomorrowland is a festival-themed bottle, part of the co-created campaign United We Dance, which celebrates the ‘spirit of the dance floor’ and inclusivity of music.
The bottle features Tomorrowland’s logo, with a butterfly symbolising freedom, a crown representing equality and an eye reminding the consumer to ‘see the beauty in life’.
The specially packaged vodka will be available in Germany, Belgium, the Netherlands, Switzerland, Slovenia, Romania, Malta and Greece.
Around the World, the second edition of Tomorrowland’s online music event, will take place on the ‘digital island’ of Pāpiliōnem from 16-17 July.
Guests are invited to watch Adam Beyer, Amelie Lens, Charlotte de Witte and more.
This is the fifth year that Absolut has partnered with Tomorrowland.
Earlier this year, Absolut released a watermelon-flavoured vodka.