To launch the new ABSOLUT Glimmer bottle in China, we tapped into a long-held desire among Chinese youth—the freedom to tag. Leveraging the bottle’s distinctive shape and its ability to light up, we showed how it could be used as a light stick to create striking, unique light trails.
We introduced the campaign with a long-exposure teaser film, capturing the glowing bottle in motion. Then, we launched a custom app on Douban, a popular Chinese creative social platform, where users could virtually tag anything they wanted. The response was overwhelming, sparking wide engagement and excitement.
