Revealing the Russian soul

Absolut MoscowLimited editionThe Visual Story

What could be more daunting for an international vodka brand than to import your product into the acknowledged motherland of vodka?

Brought in to help them realise this difficult task was Cocoon Group, who introduced the famous Alena Akhmadullina as a collaborator to help visualize the true Moscow spirit!

Intro

WELCOME TO RUSSIA!

Absolut is globally recognized for exceptional quality, their quirky creative approach iconic design and limited edition series. Each of these collectable bottles seem to tap into the local culture and re-frame it in a way that is appealing to both natives and foreigners.

A history of success

ABSOLUT Russia decided that an iconic bottle in their honor would be just the trick to help bring themselves closer to their Russian hosts. However, they knew that they would need to tap into a deep cultural understanding rather than simple totems or stereotypes.

Can history repeat in Russia?

What did seem to ring true and excite people was the many contrasts and paradoxes that seem to be inherent in Russia today. Old and new, rich and poor, European and Asian, vast spaces and minute detail all seem to comingle as a regular part of Russian life.

A land of contrasts

The huge architectural contrasts are visible throughout the city, yet many Muscovites miss them as they’re just background noise in their daily routines, yet most foreigners aren’t even aware of this aspect of the city.

The idea of seeing the Russian soul by simultaneously seeing the traditional past and modern present through the bottle became the focus of the concept. Fashion designer Alena Akhmadullina also brought more credibility to the project as a collaborator, increasing the PR value of the cooperation.

Revealing the Russian soul

Because of the fact that Pernod Ricard, CG, and Ms. Akhmadullina were willing to go beyond simple solutions to find one that touched and even exposed the Russian soul, they created a compelling, iconic bottle that will surely see success!