Absolut gets a new star studded cover

Pernod Ricard UK is launching a special leather clad, studded  edition of its Absolut vodka, alongside an experiential and digital campaign.

Absolut Vodka Rock Edition follows on the back of previous Masquerade and Disco, and marks the start of a campaign called 'In An Absolut World, You Rock'.

Wrapped in an exclusive package of Goth like leather and studs, the new edition aims to pay tribute to the world of rock music by transforming high profile areas of London to emulate the rock lifestyle and will include gigs and concerts. 

Experiential and digital activity will also focus on delivering to consumers humorous insights into a rock band's personality and lifestyle.

Absolut Rock Edition will be launched in Selfridges on September 1, with a RRP of £19.99, before being rolled out to retailers in October with an aim to help the off-trade add value and drive sales in the lead up to Christmas.

Mark Hamilton, head of marketing for vodkas at Pernod Ricard UK, said: 'Absolut Rock Edition is our way of celebrating rock and invites consumers to feel like rockstars.

"It has a genuine passion for creativity, and for decades the brand has been an integral part of rock culture."

The gift pack will be available to buy in Selfridges from September 1.

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