ABSOLUT presents the mirror ball gift pack

ABSOLUT DISCO is a bold gift pack from the leading international premium vodka, taking its inspiration from the most classic dance symbol of all – the mirror ball. ABSOLUT DISCO is about dancing, having fun and giving your own interpretation of disco – it’s the perfect present for the upcoming holiday season.

“ABSOLUT DISCO builds on the legendary ABSOLUT history of creative and groundbreaking bottle and packaging design”, says Katarina Nielsen, International Marketing Director, V&S Absolut Spirits. “Our consumers want to give their personal interpretation of contemporary culture. The ABSOLUT DISCO gift pack and web site offer them the possibility to create their own version of disco, no matter where they are.”

The one-liter ABSOLUT DISCO gift pack is built of exactly 1,000 reflecting prisms formed in the classic ABSOLUT VODKA bottle shape, serving as an ultra-stylish bottle package and as a mobile mirror ball – a natural central point for any party or situation where dance is the main attraction; use it at home or more spontaneously under a tree in the park, in an elevator or at a block party.

“The ABSOLUT DISCO gift pack predecessor from 2006, ABSOLUT BLING BLING, became an instant success with its golden touch and is now a sought-after object on online trading places like eBay”, says Katarina Nielsen. “ABSOLUT DISCO is a natural follow-up where we have further extended the possibilities of what a gift pack can offer the consumers.”

With the ABSOLUT DISCO gift pack, its mirror ball function and the campaign dedicated web site, ABSOLUT is taking disco into the modern era where the possibilities of being yourself and expressing your personality are more important than ever.

When opening the ABSOLUT DISCO gift pack, it slides apart, revealing the classic ABSOLUT VODKA bottle. The empty gift pack can easily be used as a mirror ball by hanging it in its loop.

On the campaign dedicated website absolut.com/disco, launching in September, visitors can experience the ABSOLUT take on disco by using an intuitive web camera application provided by groundbreaking web technology.

“The campaign website with its hand disco video generator is truly interactive and lets the visitors create their own disco moves”, says Christina Bergman, Communications Manager, V&S Absolut Spirits.

For more information and pictures from the campaign, please visit: www.absolut.com/press

For further information please contact:

Paula Eriksson, Director Corporate Communications, V&S Absolut Sprits, , phone: + 46 8 744 72 36, mobile: +46 70 190 12 07

Or

Elin Wibell, Assistant, Corporate Communications, V&S Absolut Spirits, , phone : +46 8 744 74 61

Notes to the editor:

• Over 2 million ABSOLUT DISCO have been ordered worldwide, ensuring that this ABSOLUT gift pack will be available to all consumers who want to be a part of the ABSOLUT DISCO movement.
• The ABSOLUT DISCO gift pack is available on selected markets from October 2007.
• ABSOLUT DISCO has been developed together with design agency Family Business (packaging), advertising agency TBWA/Chiat Day (print ads) and Great Works (digital media).