Enjoy a peek into Making of Absolut Moscow Limited Edition - a case study unveils the thinking behind this successful project (launched April 2013 exclusively in Russia).

1. Revealing the Russian soul
Absolut Moscow
Limited edition
The Visual Story

2. What could be more daunting
for an international vodka brand
than to import your product into
the acknowledged motherland of
vodka?
Brought in to help them realise this
difficult task was Cocoon Group,
who introduced the famous Alena
Akhmadullina as a collaborator to
help visualize the true Moscow spirit!
Intro
WELCOME TO RUSSIA!

3. Absolut is globally recognized for exceptional quality, their quirky creative
approach iconic design and limited edition series. Each of these collectable
bottles seem to tap into the local culture and re-frame it in a way that is
appealing to both natives and foreigners.
A history of success

4. ABSOLUT Russia decided that an iconic bottle in their honor would be just
the trick to help bring themselves closer to their Russian hosts. However, they
knew that they would need to tap into a deep cultural understanding rather
than simple totems or stereotypes.
Can history repeat in Russia?

5. What did seem to ring true and excite people was the many contrasts and
paradoxes that seem to be inherent in Russia today. Old and new, rich and
poor, European and Asian, vast spaces and minute detail all seem to comingle
as a regular part of Russian life.
A land of contrasts
The huge architectural contrasts are visible throughout the city, yet many
Muscovites miss them as they’re just background noise in their daily routines,
yet most foreigners aren’t even aware of this aspect of the city.

6. The idea of seeing the Russian soul by simultaneously seeing the traditional
past and modern present through the bottle became the focus of the concept.
Fashion designer Alena Akhmadullina also brought more credibility to the
project as a collaborator, increasing the PR value of the cooperation.
Revealing the Russian soul

7. Becauseofthefactthat
Pernod Ricard, CG, and
Ms. Akhmadullina were
willing to go beyond
simple solutions to
find one that touched
and even exposed
the Russian soul, they
created a compelling,
iconic bottle that will
surely see success!