"The pack has a unique fingerprint graphic, which visually communicates how democracy has brought equality to our nation, united us and has given everyone the ability to make their mark on the country's future. This is further communicated in the collage of colours on the pack, symbolising the spirit of 'ubuntu' of the rainbow nation," explains Shirley Mabiletja, brand manager for Absolut.
The launch forms part of the brand's current global campaign called Transform Today, which is anchored in the insight of the urban creative millennial generation (social influencers and passionate trendsetters) who live by the brand ethos that the future is not a given, it is what you create.
Available in major retailers now, the brand has a unique pack design by Berge Ferrell and retails for R169.95.
