Pernod Ricard’s Absolut Vodka has partnered with Universal Pictures to mark the release of Wicked: For Good, launching a limited-edition bottle sleeve and cocktail collection.
The tie-up, which features media personality Paris Hilton and includes the return of Absolut’s sequin bottle sleeve, builds on the brand’s role as the “official spirits partner” of the film, which will debut on 21 November. The sleeve, last seen in 2017, now carries a reversible pink-and-green design and will be available across the US in retail outlets and online through Absolut’s ‘Wicked: For Good’ hub.
The ‘Absolut-ly Wicked Good Cocktail Collection’ includes a limited-edition bottle, branded glassware, glitter garnishes and cocktail recipes, with proceeds donated to Paris Hilton’s 11:11 Media Impact foundation in support of the Human Rights Campaign Foundation.
Absolut will also activate the partnership across bars, restaurants and cinemas, and consumers can enter a social media competition to win the cocktail set or attend the film’s New York premiere.
In July, Pernod Ricard revisited a near-40-year-old collaboration between Absolut and artist Keith Haring for this year’s limited-edition bottle from the vodka.
