No Labels

ABSOLUT VODKA is introducing - In An ABSOLUT World, There Are No Labels - an initiative where ABSOLUT wants to challenge labels and prejudice to make the world more diverse, vibrant and respectful, and introduces a naked bottle – with no label, but with a lot of attitude. At the same time ABSOLUT is launching absolut.com/nolabel site where consumers from around the world are invited to discard their labels and prejudice about sexual minorities. The limited edition bottle is launched at Global Travel Retail and on selected markets in June, with a global launch following in September.

ABSOLUT VODKA was one of the first consumer brands to embrace the gay community, and its ads have appeared in gay media since 1981.