Absolut Vodka has for years led the way in vodka packaging, with limited edition packs like Absolut Disco, Absolut Rock and Absolut Illusion. For 2012, it was time to redefine the concept of limited editions itself. The idea was to make four million unique bottles, so that each and every bottle became a limited edition in itself. We had to rebuild the production line, and use every possible aspect of glass decoration in a new way. The campaign ran globally between September and December 2012, and sales have been amazing, as well as media coverage.