IN
AN ABSOLUT WORLD, THERE ARE NO LABELS
Naked ABSOLUT bottle challenges labels
and prejudice
ABSOLUT VODKA is proudly introducing 'ABSOLUT
NO LABEL', a bold and innovative project where the brand is challenging labels
and prejudice about sexual identity. This limited edition ABSOLUT bottle - with
no label and no logo - will launch in Australia this February/March 2010 as a
visionary manifestation of a world where no labels exist.
"It's
a bold move, and I'm sure the bottle feels a little naked going out without its
traditional label!" said Glen Brasington, ABSOLUT Marketing Manager, Pernod
Ricard Australia. "We are launching a bottle with no label and no logo to
manifest the idea that, no matter what's on the outside, it's the inside that
really matters.
"The bottle visually represents our standpoint
when it comes to diversity and sexual identity", Brasington added. "And
in true ABSOLUT style it is also a unique piece of delicate and minimalist design,
a true collectors item," he said.
ABSOLUT was one of
the first commercial brands to openly embrace the LGBT (Lesbian, Gay, Bisexual,
Transgender) community, and its ads have appeared in gay media since 1981. With
this initiative, ABSOLUT is again showing its support for the LGBT community.
"By challenging labels and prejudice, we upset the status quo, and at the
same time promote a more diverse, vibrant and respectful world", said Brasington.
Here in Australia, the limited edition bottle will be available
nationally commencing late February 2010, featuring the unique and familiar original
ABSOLUT bottle - designed by Swedish designers Gunnar Broman and Hans Brindfors
in 1979 - but without the ABSOLUT logo and label. A discrete and easily removed
sticker with the campaign manifesto encourages consumers to discard their labels
and to visit absolut.com/nolabel - a dedicated blog discussing labels and prejudice
associated with the LGBT community.
Coinciding with one of
the world's largest gay celebrations, The Sydney Gay & Lesbian Mardi Gras,
ABSOLUT No Label will present 'Mardi Bar' 2010, a 'pop-up' bar within a bar located
at the popular Nevermind club on Sydney's Oxford Street, which will extend from
Wednesday Feb 24 to Sat March 6 inclusive.
Created in conjunction
with 'Same Same', the leading gay social network (www.samesame.com.au), this year's
Mardi Bar will feature live performances, an on-going roster of local and international
DJ's and a special selection of ABSOLUT No Label cocktails in celebration of this
famous festival.
ABSOLUT No Label is now available in select
outlets in Sydney, Melbourne and Brisbane, including travel and duty free stores,
until stocks last.
