This is called "The Good Design" Project. 

 

To come up with a idea and packaging based on the company "Absolut Vodka" and help bring about awareness on it's Corporate Social Responsibility. 

 

Absolut Vodka actually is "against women who drink during pregnancy". The teddy bear symbolizes the baby which is kept inside the packaging which represents the liquor. 

 

The outlook of the packaging has frozen "ice" graphics which actually symbolizes how pregnant women when they consume alcohol, they are actually "freezing" or causing harm to their unborn child.