For the first time we dared to face the world completely naked. We launched a bottle with no label and no logo. The idea? To prove that no matter what's on the outside, it's what’s on the inside that really matters.
Openly embracing the LGBTQ+ community has been a core value of the Absolut brand for as long as we can remember. With this No Label, Absolut once again showed its support for the LGBTQ+ community.
The strength of the iconic Absolut bottle design facilitated this initiative. How many other brands would be brave enough to entirely remove their name and logo from their product? By shedding our labels we encouraged consumers to discard theirs.
Relying on the strength of our iconic Absolut bottle design we took a leap of faith and removed our name and logo. By shedding our labels we encouraged others to discard theirs.
As a base for the campaign we created an online space to promote discussions about labels and prejudice associated with the LGBT community. This was complemented by a Facebook fan page and a No Label app, which users activated to show their support for a world without prejudice.
The initiative also included a creative collaboration with acclaimed men's magazine Fantastic Man. Together we produced a 24-page magazine featuring personal interviews around labels, misconceptions and prejudice.
Our naked bottle stood proud, inspiring others to do the same.