Absolut have for many years used its bottles to tell consumers about the brand. Absolut is best in class in using recycled glass. More than 41% of the glass in Absolut's bottles is recycled. In many countries and US states, recycling systems are not available. Absolut wanted to put the light on this fact, and at the same time tell our own recycling story. How can you use the bottle to do this?

To dramatize that we use as much recycled glass as possible, we smashed Absolut bottles and used the shards to put together a new, recycled, bottle.

The strategy is to reach consumers where they meet us the most: on the face of our bottle, and tell them a story that can help make the world a better place.

The bottle is sold and activated in approximately 80 countries on all continents, and made in a run of approximately 4 million. It is used in all kinds of stores.

The campaign is still running, so it is too early to compile the results. But the initial impact has been huge, and sales impressive.