We occasionally drink Absolut so we’re familiar with its magic. But Absolut’s latest Illusion bottle brings a different kind of magic, calling consumers to ‘Embrace the Unexpected’.


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As you turn the bottle around, you see an illusion of Absolut logo floating in the vodka inside of the bottle, which becomes possible due to magnifying and mirroring effect of the liquid. As you tilt the bottle sideways, the logo seems to move from left to right. The designer’s intention was to make the consumer look behind the face value, gaze deeper inside and marvel at the essence of the product.


The initial launch was May 1 with a worldwide launch to follow shortly.


We have a feeling this could get a bit trippy after a few Absolut cocktails. Your thoughts on the bottle?