Key objective was to deliver an integrated Absolut Vodka End of Year Limited Edition bottle that is globally relevant and easy for the markets to activate, as well as to re-claim the Nova blue color and to continue the success of the End of Year Limited Edition products such as the Absolut Unique.

The innovation technique of getting the cobalt blue color randomly into the glass-making process inspired to a clean cut label design as opposed to the traditional logo applied directly onto the bottle via screen printing. This label design was a tribute to the medicine bottle which served as a role model for the first Absolut Vodka bottle launched in 1979. To communicate the exclusivity of the product each label carries a limited edition number creating a parallel with the art world. Logotype was executed in metallic blue, complimenting the blue streaks playfully positioned in the glass.

4 million bottles were successfully ordered by markets and activated across the globe, driving premium price position during holiday season, when prices usually drop.