above: image of Lydia Hearst by Johan Renck, courtesy of her twitter feed
The press release:
A unique Traveler’s Exclusive limited edition flavor celebrating the arts of photography and illusion, in creative collaboration with visionary artist Johan Renck.
On the eve of 22 October it was introduced for the first time at a glamorous sneak preview cocktail at Restaurant New York New York in Cannes — ABSOLUT EXPOSURE, the new eagerly anticipated and sensational Traveler’s Exclusive limited edition flavor from the world’s leading premium vodka brand.
ABSOLUT has pioneered the market with its previous Traveler’s Exclusive limited edition launches. ABSOLUT EXPOSURE crosses new boundaries. A new-generation flavor crafted with honey melon and lemongrass, ABSOLUT EXPOSURE is presented in a bottle with an innovative and groundbreaking technique of incorporating photography — for the first time — in bottle printing, with stunning result.
”We’re thrilled about the ABSOLUT EXPOSURE launch,” says Anders Olsson, Director of The Absolut Company Global Travel Retail. ”Both the product itself, the packaging and the campaign represents some of our core brand values — premiumness, innovation and cutting edge creativity. For a frontline brand as ABSOLUT, it’s all about constantly pushing boundaries. This launch is also yet another tribute to the brand building qualities of our global duty free/travel retail market and a proud successor of our previous groundbreaking Traveler’s Exclusive launches.”
Visionary Swedish director, photographer and artist Johan Renck has photographed actress and supermodel Lydia Hearst guised in a number of different ”personas”. Three of these characters — called Carter, Trojan and Dimitty — were selected to illustrate the multifaceted nature of every individual, adding diversity to the product offer as well as an intriguing illusory effect to store displays. By purchasing all three bottles, the consumer acquires an instant ABSOLUT limited edition collection. In addition to the images of Lydia Hearst, the bottle décor also features a bowler hat (a trademark of Johan Renck) and hands ”holding” the image, symbolizing the dual role of the artist — powerful in presence yet invisible in the work of art itself.
”That’s the complex and schizophrenic nature of the photographic medium — being the observer, a voyeur, yet ultimately commanding the position of deciding what reality or perception of reality to project,” says Johan Renck.
ABSOLUT EXPOSURE will be launched throughout the global duty free/travel retail market in January 2013. ABSOLUT EXPOSURE will be supported by a powerful and innovative marketing campaign in all available media, including unique in-store brand installations.