Absolut is launching a new gift pack in the US.

The Vin & Sprit-owned brand will be 'pimped up' as part of its Absolut Bling-Bling gift pack, the company said today (20 September). The golden, form-fitted plastic cover is "a tribute to all the style icons within the 'more-is-more' sector," V&S added.

"The campaign is a celebration of fun," said Eva Kempe-Forsberg, vice president of marketing at V&S Absolut Spirits. "In the last couple of decades, the phenomena of "blinging something up", be it your mobile phone or your car, has spread from very specific groups to become a whole new style segment. This holiday, the Absolut vodka bottle has some new threads to wear and it looks good."

The campaign will also include advertising, a website presenting Absolut's take on the history of Bling-Bling as well as promotional materials for on- and off-trade.

The new gift pack will launch in 61 markets, including global travel retail, next month. The new website will open for business on 12 October.