It is time to revamp relations with the Chinese pen-pals from childhood.
Absolut has always been known for their quirky, creative art-driven marketing campaigns. In the 1990s, Absolut ads were all the rage. In fact, they were collectors items. Trust me, I would know. And now, in the new Millennium, Absolut has developed a cult following with its limited-edition bottles. In fact, there is a forum dedicated to discussing and trading these bottles. I’m not kidding.
This August, Absolut is planning to release 350,000 of its newest limited-edition bottles, but only for the Chinese market. The Absolut 72变 bottle was designed by a Chinese artist, Gao Yu, as a tribute to the old Chinese legend of Sun Wukong, a shape-shifting monkey god that acquired the power to transform himself in 72 different ways (which explains the 72 on the label).
And if shape-shifting monkey gods weren’t circus freaky enough, Gao Yu also gave the monkey faces on the label tiger stripes as a nod to the 2010 Chinese calendar (year of The Tiger). And as with all of Absolut’s limited-edition bottles, the contents inside will remain true to the classic recipe.
One cannot help but wonder if the bottle itself possesses transformational powers. Something tells me that consuming substantial amounts of the vodka while gazing at the bottle will give its consumer the illusion of shape-shifting monkeys.
Personally, I recommend pairing Absolut 72变 with Pink Floyd’s “Dark Side of the Moon” while watching “The Wizard of Oz.” (Oddly enough, “Dark Side of the Moon” was recorded in 1972. Coincidence? You decide.)