Absolut wants to stir things up with the launch of Absolut Mix, the latest of the brand’s acclaimed series of limited edition bottles. Inspired by the six colors of the LGBT Pride flag, the design’s semi-transparent triangles allow the bottle’s colors to overlap in distinct ways when viewed from different angles. This intersecting effect symbolizes the connection that is created when various unique individuals mix together.
According to Absolut’s senior brand manager, Rick Bennett-Baggs: “Absolut believes that when different minds come together, they are enriched by one another. It is this belief that drives the brand’s passion for self-expression, to create a world where people are free to be true to themselves and connect with others without judgment or prejudice.
To celebrate the launch of Absolut Mix, Absolut have partnered with lots of creatives from the world of art, music, fashion and nightlife, to customise a bottle, with each being auctioned to raise money for equality charity Stonewall.
Also, to support the launch of this limited edition, the brand has developed Absolut Mixr, a web-app that aims to inspire #AbsolutNights at home, allowing people and music to mix together in new ways. Created in collaboration with Spotify, Absolut Mixr allows a group of friends to connect their Spotify accounts together, automatically mixing-up playlists for any occasion, based on everyone’s favorite tunes. To try it, visit Absolut.com/mixr.