Absolut NZ | 2011

Spanning the last 30 years, international premium vodka brand Absolut has built up its brand image with its use of innovative, stylish and sometimes quirky advertising campaigns and packaging. Collaborations with a list of the world’s top design and fashion figures include Andy Warhol, Stella McCartney and Tom Ford.

Now it’s New Zealand’s turn to show off its creative talent with the launch of Absolut NZ Limited Edition, an amalgamation with iconic New Zealand fashion label Huffer.

The unique gift pack design features a contemporary silver map of New Zealand made up entirely from Huffer’s signature three-dot logo, set against a jet-black backing. Huffer’s company director Steve Dunstan expressed that they are ‘beyond proud to be involved’. Huffer’s design-led background focused on inclusivity and functionality convinced Absolut from the very beginning that it is the right fit for the campaign.

A signature cocktail inspired by Huffer and Absolut’s mixologist Chris Harrop (below) has been created in celebration of the campaign. The coffee-hued and aptly titled Absolut NZ Limited Edition pack designed by Huffer will be available in early July from leading liquor outlets in New Zealand (1 litre, RRP NZ$54·99).—Vicki Matias

Absolut Huffer Designer Cocktail
30 ml Absolut Original
20 ml Kahlúa
30 ml freshly brewed espresso
15 ml maple syrup
Dash of Fee Brothers bitters
Method: stir all ingredients over ice and strain into a chilled cocktail glass. Garnish with three white chocolate buttons, arranged in the shape of the Huffer symbol.


Fashion and vodka: a match made in heaven, really. And last night’s media unveiling of the Huffer-inspired Absolut NZ was a marketer’s dream—and an almost world first.

It’s just your regular bottle of Absolut, but the limited edition offering now comes in a nifty, Kiwi as bro Huffer-inspired case. The partnership continues Absolut’s approach of joining forces with style icons around the world and puts Huffer alongside the likes of Tom Ford and Andy Warhol. But it’s a big move for Absolut, a Swedish SOE that was purchased by Pernod Ricard in 2008. The company has always used global advertising campaigns (from TBWA\ Worldwide in New York), which makes New Zealand just the second country to be allowed a regional campaign (China being the other).

“We’re beyond proud to be involved with this collaboration and to partner with an international brand like Absolut,” says Steve Dunstan, Huffer company director. No doubt about it, it will also be getting some great mileage out of the new association with New Zealand Fashion Week just around the corner, of which Absolut are a major sponsor.

While New Zealand is Absolut’s smallest international market, Dave Poole, Pernod Ricard head of marketing, reckons we’re pretty damn cutting edge here in moa-land.

“We’re almost the Team New Zealand of vodka. Getting sign-off from the global company was a massive effort that took ages. Having TBWA/Whybin in New Zealand was essential to getting any regional marketing and advertising off the ground, and together we’ve done an amazing job. We did a lot of research with Kiwis and asked ‘what’s missing between vodka and you?’ They wanted the big global brand to tip their hats to them; they wanted to get a Kiwi message across and feel that Absolut cared about them.”

As for the partnership itself, Huffer is an iconic Kiwi brand, well-regarded by the average, slightly polished bloke to the high-brow, high-street fashionista. Or, as Poole puts it “a brand that was accessible yet aspirational”.

“We started with an idea and we wanted a New Zealand feel and pack, rang up Huffer and went from there. It’s a perfect fit, world famous in New Zealand.”

1000 dozen packs and bottles will be available for a limited time through retail chains like Super Liquor and Liquorland, and there’s another run for duty-free stores.