absolut
Absolut Eco
Absolut Eco
Absolut 'eco cool light weighting'
Challenge
Challenge
Absolut has always been an innovative thinking and socially forward brand, evolving with current trends and at the forefront of support for social issues.
"We are innovative, responsible creators of conviviality. We are on a mission to bring people together through our brands and experiences, to help make the world a more inspiring and inclusive place..."
While a lot of companies are trying to understand and innovate around sustainability, there has been many solutions, ie recycling, recycled resources, paper bottles, carbon footprint, ethical sourcing etc, the solution can be very complex.
The conundrum that many beverage companies have is that their product already comes packaged in glass which is one of the most sustainable materials in terms of post use. Many tackle this by using recyclable glass to become more sustainable and some even endeavour to get to a total 100% paper bottle!
For Absolute the dilemma stands in how to we create a more sustainable bottle than current retaining the iconic brand cues of the transparent glass, iconic shape and the indescribable emotional connection consumers have with the Absolute brand.
How can we achieve a more sustainable product for the present that not only improves on Absolut's sustainability credentials, but adds functional and an emotional benefit to consumers?. A product is' good' if it improves in sustainability, however it is game changing if it can offer sustainability as well as enhance consumer drinking experience.
This was where the Absolute Eco was born.
Value
The Absolut ECO lightweights the bottle around 30-40% by eliminating the thick punt and thinning the glass on the bottom 2/3rds of the bottle. This allows for a smaller carbon footprint and more sustainable shipping logistics.
To protect the lightweight Absolut bottle, it is shrouded by a biodegradable starch based injection moulding (exiting technology in other categories) that snaps onto the base. Not only does this natural jacket act as a protection but it allows consumers to 'dunk and freeze' where the jacket has the added benefit of a cooling jacket. The cellulose structure of the starch means that the Vodka can be kept cooler for longer! It can also be evolved and engineered to have an ice core where ice cubes can continue to provide coldness to the core of the vodka bottle.
The Starch, cellulose jacket is Bio based and 100% compostable in normal household environments as well as being 100% certified as safe. The injection moulding allows us to deboss the Absolut script into the 'paper feel' form and over print with the brand colours.
The 3D decoration is limitless allowing for us to communicate nature through textures and embossing. The leaf decor is used to communicate this supported by the compostable seal icon at the back to reassure consumers.
Every little detail of the Absolut ECO has been considered utilising eco inks which are non toxic and the bottle should break down quicker due to the thinner material used. The cap is made from 100% recycled plastic caps which creates a marbled brand coloured closer. Each of these closures would be unique due to the process, however it will still share the same tool which means no added cost (already evident in the rum category).
The Absolut ECO doesn't just stop there, we take the idea 'Purposeful repurposing', taking the iconic structure of the Absolut bottle and repurposing them into trendy, brand led cocktail glasses. The base is metal casted which screws on bottle glasses eliminating the use of coasters.
This Unique and truly Absolut ECO concept extends way beyond the bottle, creating a sustainable brand led iconic experience.
The Absolut ECO has great shelf standout, added consumer functionality and an elevated consumer experience all whilst doing good for out planet! whats not to love!
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