Brands are obsessed with getting the right look for their packaging - a carefully orchestrated approach to colour and branding to achieve a consistent look. Pernod Ricard is no different but its latest campaign for a limited edition Absolut Vodka bottle had an unpredictable feel -a random element of inconsistency that makes each bottle unique. Absolut Unique hit stores last month offering a neat twist to one-off editions. Nearly four million bottles have been manufactured for the edition and not one of them is the same - the spray painted look is generally unique.
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