In an Absolut world, there are no labels
ABSOLUTVODKA is introducing In An ABSOLUT World, There Are No Labels, a boldand innovative project where the brand is challenging labels andprejudice about sexual identities. A manifestation of a world with nolabels is a limited edition naked ABSOLUT bottle, with no label and nologo, launched globally in the fall of 2009. Part of the initiativeis also a 24-page interview magazine, produced in collaboration withcelebrated men’s magazine Fantastic Man.
“Forthe first time we dare to face the world completely naked. We launch abottle with no label and no logo, to manifest the idea, that no matterwhat’s on the outside, it’s the inside that really matters. The bottlevisually manifests our belief in diversity and our standpoint when itcomes to sexual identities. Off course it is also a wonderful piece ofdelicate and minimalist design, a true collectors item,” says KristinaHagbard, Global PR Manager at The Absolut Company.
ABSOLUT was one of the first commercial brands to openly embracethe LGBT (Lesbian, Gay, Bisexual, Transgender) community and its adshave appeared in gay media since 1981. With this initiative, ABSOLUT isagain showing its support for the LGBT community.
“There are too many cliche?s associated with the LGBT community. LGBT people are often
referred to as one homogenous group but when you think about it: does a 60-year old lesbian
womanfrom South Korea necessarily have that much in common with a 20-yearold gay man from Berlin, or a Brazilian transgender person ofindeterminable age?” Kristina Hagbard continues. “By challenging labelsand prejudice we want to explore problems around this subject, and atthe same time promote a more diverse, vibrant and respectful world.
Thelimited edition bottle will be launched globally in October 2009. It isthe original ABSOLUT bottle, designed by Swedish designers GunnarBroman and Hans Brindfors in 1979, but without the ABSOLUT logo andlabel. A discrete and easily removed sticker with the campaignmanifesto encourages consumers to discard their labels and to visitabsolut.com/nolabel – a blog discussing labels and prejudice associatedwith the LGBT community. ABSOLUT is also introducing a No Label fanpage on Facebook, together with a Facebook app, which users canactivate to show their support of a world without prejudice.
In addition to the naked bottle, the blog and the app, this initiative also includes a creative
collaborationwith acclaimed men’s magazine Fantastic Man. Together ABSOLUT andFantastic Man are producing a 24-page magazine featuring personalinterviews around labels,
misconceptions and prejudice.Featured in the magazine are singer Tanita Tikaram, rugby player BenCohen, fashion designers Kris Van Assche and Eudon Choi, restaurant andfood creative David Waddington, performer/entertainer Jeanette, hairdresser Guido, DJ phenomenon/beauty editor Hanna Hanra and photographyauthority Julie Brown – all photographed by Alasdair McLellan andinterviewed by Fantastic Man’s Gert Jonkers, Jina Khayyer and CharliePorter. The magazine, designed by Jop van Bennekom, will come as asupplement with Fantastic Man No 10. It will also be distributed atselected bars, restaurants and stores around the world.
The In an ABSOLUT World there are no labels blog is regularlyupdated with postings discussing preconceptions around sexual identityand reflections on a world without labels. At the No Label fan page on Facebook,consumers can activate an application to show their support of a worldwithout labels. By tagging one’s profile picture the status feedis updated with the core message of this initiative: “In an ABSOLUTworld, there are no labels”.
25 Comments
Absolut Wank.
No label whatosoever. That’s right none. Tooootally naked. Just a clear bottle. Could be anything. Labels are so 2008.
Just in case they aren’t though, you can read Country of Sweden Abosolut at the top of the bottle.
Apart from that…tooootally naked.
Peace and love. Branding is so crass.
So, let’s remove labels to show we’re down with “LGBT’s” (the Lesbian, Gay, Bisexual, Transgender community).
That’s like saying ‘I don’t discriminate against anybody, especially black people’.
Fucking hypocrites.
Clever, but it still doesn’t make me want to drink it.
when going out to have fun with my friends, i choose the vodka brand that takes itself as seriously as possible.
That’s either extraordinarily brave or insanely stupid.
Almost as wanky as those fucktard parties they held in Bondi last summer.
Haha 9:52…
I don’t discriminate against anybody, especially poofs, dykes and transbenders.
No labels my arse. The bottle is the label as much as what’s written on it. And the sort pr dribble that accompanies it makes you want to puke! An Absolut bottle with no label is the height of elitism because its actually ALL about the outside.
So where are they anticipating adding mandatory warning labels (health warnings, alc % etc)
This definately reeks of PR stunt.
Does that mean if you are cool enough to go one of those super cool, hell funky ABSOLUT Bondi rooftop parties you will have to also be naked? I hope not because i have some really cool fluro singlets i have been saving up.
Fuck off. Try-hard crap.
Almost as stupid as VB stuffing around with my beer.
The too tight black girls jeans must be doing it.
Saw the pics from the launch on their site and it seems ABSOLUT is run by old straight people both male and female who are married with children. I was shocked and I have stopped buying it.
In an Absolut world, there would be no marketing wankers.
Naomi Klein would skull this.
It’s times like these I wish a marketer was burning to death in front of me. Just so I could refuse to piss on them.
Hey guys you forgot to mention you are helping to save the planet by not using paper, ink, glue, and petro chemicals! How about a 5 cents recyle kick back on the bottle? You could also sell it in that you are actually drinking water and your not really a lush.
I thought it was water. Honest.
Whats next? No Vodka?…even better…just put nothing on the shelf. I’m sure they’d sell shitloads.
it still says ABSOLUT on the bottle….
wank.
Undress us any day!!
Naked bottle to get LGBT or S people naked anyday
WE LOVE IT!!!
Looks like the Metho bottle I drink from. Tastes the same too, but way more expensive. Think I will take up sniffing unbranded 98 octane petrol. Way cool.
Does the fact people slag something to death constitute as ‘digital buzz’.
The interweb is evil.
Has anybody else noticed that by only having that tiny little logo its gonna draw MORE peoples attention, Make the bottle truly naked with no labels no warnings no alcohol levels, and then comeback. I agree, definitely a PR stunt.
You are such an intellect!
Thanks for filling us in.