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Absolut strips off for naked edition
Pernod Ricard UK is continuing its campaign for Absolut by launching a “naked” bottle in a bid to challenge labels and prejudice.
As part of the brand’s In An Absolut World campaign, it is introducing a limited edition bottle without a label.
The bottle is being launched first in Selfridges in London on 13 July, and will retail at £24.99.
The launch of the bottle will coincide with the launch of a new website, www.absolut.co.uk/nolabel, where people will be invited to share their views on the subject of labels and prejudice in all areas of life.
The naked bottle keeps Absolut’s iconic shape but removes the logo. Instead, it will have a discreet and easily removable sticker that outlines the campaign manifesto – encouraging consumers to discard their preconceptions and directing them to the website.
Mark Hamilton, head of marketing for vodkas at Pernod Ricard UK, said: “In An Absolut World is a unique and visionary perspective of the world.
“This new campaign, In An Absolut World There Are No Labels, will further intensify the excitement and intrigue we’re generating around the Absolut brand at the moment, keeping it top of mind with consumers and the trade.
“Absolut seeks to stimulate discussion around visionary and alternative views of the world that we hope will be inspirational for our target audience.
“Through this new bottle we are encouraging people to think twice about prejudice, because in an Absolut world, there are no labels.”
Alan Lodge, 08.07.2009