Absolut vodka has launched a new limited edition, Flavor of the Tropics, at the TFWA World Exhibition in Cannes. The new product will be exclusive to the global duty-free channel and will be launched in Europe and the Americas in January 2010 and rolled out to the rest of the world in February. The Flavor of the Tropics variety features the natural sweetness of orange, mango, lychee and melon, with noted of pineapple and berries, and comes in a collector’s bottle with bright orange and deep red highlights. The new Absolut flavour will be supported by a full-scale marketing campaign including advertising, in-store activities and tastings, moving media and installations. The Absolut Company global travel retail director Anders Olsson said: “We are extremely excited about this unique launch. It’s the first time that we have the privilege of introducing a brand new, innovative flavour exclusively to our travelling consumers, who are always on the lookout for something new and thrilling—something that can’t be found back home. For a leading edge, creative brand such as Absolut, it’s crucial that we always have something to offer to meet and surpass these challenging demands—something new and fresh and unexpected.” In Europe, the new flavoured vodka will be launched with a full-scale campaign at London Heathrow Airport. This exclusive global travel retail launch will then roll out, starting at Paris Charles de Gaulle on 24 February, Frankfurt and Barcelona in March, and Istanbul in April. In Asia, the product will be launched with a comprehensive campaign in Singapore Changi Airport in February, followed by a roll-out across the continent, reaching Hong Kong, Thailand, Malaysia, Vietnam and South Korea in March. “Throughout Changi and the other Asian airports, brand ambassadors dressed in specially designed tropical outfits will invite travellers to enjoy Absolut Flavor of the Tropics signature cocktails,” said Pernod Ricard Asia Duty Free Marketing Director Winnie Wan. Travellers will be able to experience brand installations and sensory adventures, she said. "We hope to give the travellers a truly hot and sweet taste of the tropics.” “In European airports, we’ll be conducting tastings with the new flavour, mixed with orange,” commented Pernod Ricard Travel Retail Europe Head of Marketing John Smailes. “We’ll also be evoking travellers’ senses by sampling individual aromatic scents of the five tropical flavours present in Absolut Flavor of the Tropics - orange, mango, lychee, pineapple and melon. We are delighted that the campaign is being executed in collaboration with key travel retailers in this region.” Enthused The Absolut Company Director of Global Travel Retail Anders Olsson: “We are extremely excited about this unique launch. It’s the first time that we have the privilege of introducing a brand new, innovative flavour exclusively to our travelling consumers, who are always on the look-out for something new and thrilling - something that can’t be found back home. "For a leading edge, creative brand such as Absolut, it’s crucial that we always have something to offer to meet and surpass these challenging demands - something new, fresh and unexpected.” Designed to be a collector’s item, the limited-edition bottle with its bright orange and deep red highlights has been created to stand out on-shelf. A full-scale marketing campaign will use advertising, PR, in-store activities and tastings, moving media, and brand installations and experiences in travel retail arenas. The campaign aims to reflect the premium quality and excitement of the limited-edition product, the brand owner said.
