Pitching in: Absolut promotes Art of Sharing

Stockholm – Absolut vodka is encouraging customers to share with friends, in its latest project called the Absolut Art of Sharing.

After working with The Future Laboratory on how to find a new way to attract consumers, the Sweden-based vodka brand teamed up with artists Stephen Powers and Chiho Aoshima to create a series of four unique drink pitchers designed in a range of colours. The idea is that people will mix cocktails and share them with friends during the warm weather.

‘This is an innovative concept that takes the spirit of home-tainment – sharing with friends – and shows a brand responding to this trend in a low-key, non-fussy way,’ said Vicky Langdon, innovation manager at The Future Laboratory.

As more people choose to share their homes, such projects will be key for consumers. For more details read our Homestead 3.0 trend report.