Absolut Vodka is known for its eye-catching bottle designs, but now, the company has found a way to top itself: release 4 million bottles all with its own unique design.
That's the premise of the newest Absolut campaign, AdAge reports. Using splash guns and color generating machines, Absolut's production plant in Sweden ensured each bottle was unique thanks to "coating, pattern, and placement algorithms." That way, no two bottles were the same; each bottle uses one of 38 colors and 51 patterns.
"Absolut Unique feels a bit mad scientist, a bit street art," Jonas Tahlin, VP-global marketing for The Absolut Co., said in a statement as quoted by AdAge. "When the bottles first appeared on the conveyer belt, we cheered. By that point the production line looked more like an artist's studio than a bottle factory."
Starting in October, you can find Absolut Unique bottles in countries like the U.S., Germany, China, France, and the U.K. Check out the video below for a behind-the-scenes look into the campaign.