As part of Creative Social LA conference in late 2015, Absolut Vodka challenged attendees to redefine the iconic Absolut bottle for the digital world. The Connected Bottles Challenge, inspired by the Internet of Things, asked us to explore how large numbers of bottles could be brought to life through connectivity.
I worked with a talented UX designer to develop and write the concept based on a thorough investigation of technology, brand identity and case studies. We were asked to deliver a simple 2-page document to pitch our concept and execution.
Look & Feel
Together we researched previous Absolut bottle customisation campaigns, inexpensive localisation/communication devices, as well as other connected bottles from Heineken, Mumm, and Coke Zero. After exploring the brand identity, and events like Absolut Night Tour Berlin, we decided that the young, creative, hedonistic Absolut customer would embrace a new, more personalised and connected way to enjoy their night.
To create a truly connected bottle, we wanted our product to connect with the customer as well as the technology available. Equipped with an NFC chip with 2 small laser diodes in the cap, the Absolut Disco bottle and smartphone app would allow users to create and share their own rave-like laser show from a flavour-based colour palette, with the bottle-top lasers moving in sync with music from user's own Spotify playlists.
The Absolut Disco app would enhance clubs, house parties, pubs, and festivals for new and existing customers, giving them a chance to share and enjoy their favourite music, artistic expression, and different vodka flavours, to in turn sell more product for the client.