Cool Innovation in FMCG #2: ABSOLUT Unique (Video)

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The essence of innovation is simple; it’s all about creating new customer value in order to capture customer value; producing something new of value in order to generate revenue. And no where is innovation more important than in the hyper-competitive world of branded FMCG.

So here’s a great example of how Pernod Ricard has innovated by created new customer value – by commercialising unique bottles – for its ABSOLUT vodka brand.  Production lines were tweaked by adding paint guns that splashed and sprayed 35 colours in ‘carefully orchestrated randomness’ to make every Absolut bottle unique – with it’s own serial number.  ABSOLUT Unique was born, turning packaging into unique one of a kind valued collectibles. Smart.

If your brand piggybacked on this strategy, how could you create value for brand users using flexibility built into your production line?

AU2 absolut-unique


Paul Marsden

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