Absolut creates Tomorrowland bottle

Pernod Ricard-owned Absolut Vodka has revealed a limited edition bottle design to coincide with its first on-site activation at Belgium’s electronic dance festival Tomorrowland.

Pernod Ricard has partnered with Tomorrowland a number times in the past, to create a limited edition bottle and launch an augmented reality experience.

Now, the team has reunited to create a unique bottle design as part of Tomorrowland’s United We Dance campaign. The revamped look is said to symbolise the festival spirit of ‘unlimited freedom’, with red and orange butterflies that visualise the positive change, and the ‘new beginnings’ that the festival brings.

Tad Greenough, global creative director of The Absolut Company, said: “Absolut Vodka and Tomorrowland share the belief that what unites us is stronger than what divides us.

“Our collective mission has always been to bring people together, and this partnership does so in a way that is safe, fun and inclusive for everyone. We hope our Absolut collectors love the 2023 bottle design and can’t wait to see how our consumers bring their best during the Absolut Drop It Challenge.”

Inspired by the pyrotechnics and spectacle that ‘excites and elevates’ the Belgium-based festival, the limited edition bottle design also embodies how the open-air dance floor ‘can bring everyone together, release inhibitions and fuel creative expression’.

For the first time, the bottles feature a QR code on the medallion, for people in Belgium, the Netherlands, Luxembourg and Malta to enter the Absolut Drop It Challenge, hosted on Instagram Reels, which gives electronic music aficionados the chance to win a Tomorrowland festival package.

The challenge features a bespoke audio track and video template for entrants to record their own dance content.

As well as using the hashtag #UnitedWeDance, entrants will need to upload their video to the competition landing page to qualify.

All Absolut Drop It Challenge videos tagged with #UnitedWeDance will be included in a digital augmented reality mural that will live online.

In addition, Absolut’s ‘high-energy’ on-site pop-up experience, hosted for the first time this year, will allow visitors to ‘choose their own adventure’ and enjoy ‘countless interactive and shareable moments’ as they journey through the space.

The brand has also incorporated a surprise element ‘with a fun twist’ into the pop-up, which taps into the energy and excitement of Tomorrowland.

Tomorrowland, with a crowd of 400,000, 14 stages and 600 artists, is the largest electronic dance music festival in the world.

The limited edition bottles are available now in Germany, Belgium, Spain, France, Poland, Netherlands, Switzerland, Estonia, Dominican Republic, Slovakia, Serbia, Montenegro, Malta, Lebanon, Israel, Cyprus, Brazil, and The UAE.

In other festival news, Jägermeister recently embarked on a summer-long series of UK festival takeovers, and Mark Anthony Brands-owned White Claw announced it will expanded its festival presence with activations at UK music festivals, including London’s British Summer Time Hyde Park.