In an Absolut world, there are no labels

| | 25 Comments

ABSOLUT_NO_LABEL_black_72dpi.jpg

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”.