At the Tax Free World Asia Pacific Exhibition that was held in Singapore from 12th till 15th of May, 2008, Absolut unveiled its Absolut Masquerade, a special packaging for the duty-free stores (pic.) in order to continue its success of the Absolut Disco (2,9 million packages sold).

The brand decided that this time the package should inspire, create a holiday feeling and turn every night to the glamorous masquerade.

The result (pic.) was a gift pack made from soft and shiny red spangles (3 238 pieces), with a zipper from the bottom to the top. The explanation of this idea is simple as usual. It sounds like “in an Absolut world every night is a masquerade”.

The product will be launched in the end of 2008 and will be presented in the international airports and other travel retail outlets.

The brand is waiting for profits because in 2007 such marketing initiatives as Absolut 100 and Absolut Pears has generated 15% growth for Absolut.



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