If you're in a duty free shop at some airport this summer and you see what appears to be a faulty, label-free bottle of Absolut vodka, you're wrong. It's exactly as the distiller intends.
The limited-run gimmick is Absolut No Label. The marketing people say it is intended "to challenge prejudice against sexual minorities."
The offering will be introduced in the duty free and travel retail market from June, with a global domestic launch following in September. The brand's new marketing tagline runs: "In An Absolut World, There Are No Labels", which is described as an initiative representing a completely new approach to LGBT marketing (lesbian, gay, bisexual, transgender).
"The vision from Absolut is to challenge the entire concept of labels and prejudice, in pursuit of a more diverse, vibrant and respectful world. For this purpose, Absolut introduces a unique naked bottle – one with no label, but plenty of attitude," explained Anders Olsson, global travel retail director for the Swedish company.
”For the first time, we’re facing the world stark naked. ... We do it in support of the people who spend their entire lives branded with labels by others. As a brand, we also question the relevance of the LGBT abbreviation in marketing.”
The Absolut Co. is part of Pernod Ricard. Globally, Absolut Vodka is the world’s fourth largest international selling spirit.
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