The Pernod Ricard brand has launched a naked bottle with no label.
Absolut claims In An Absolut World, There Are No Labels is an initiative representing a completely new approach to LGBT marketing (lesbian, gay, bisexual and transgender).
Anders Olsson, director of the Absolut company, global travel retail, said: ”For the first time, we’re facing the world stark naked.
“We’re 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. 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.”
Absolut asked a group of lesbian, gay, bisexual and transgender people how they wanted to be addressed and how they did not want to be addressed by a brand. According to the research, the answer was clear: People from all groups objected to companies thinking of the LGBT as one homogenous target group.
Olsson added: ”There are too many marketing clichés and labels associated with the LGBT community.
“With this project, we want to find a way around them. Targeting people solely based on their sexuality is a prejudice approach. This initiative truly aims to bring the questionable nature of LGBT
marketing and labeling out in the open”.
The limited edition bottle is without label or logo and will be launched in duty free/travel retail from June, with a global domestic launch following in September.