Absolut “challenges prejudice” with label free bottle

Absolut is to continue with its positioning as champion of diversity with a limited edition label free bottle aimed at “challenging labels and prejudice”.

Absolut

The Pernod Ricard vodka brand has unveiled the next stage of its “In An Absolut World” campaign, a ” naked’ bottle that represents “a vision of the world that is more diverse, vibrant and embracing of those from every walk of life”.

The launch of the label free bottle follows the brand’s “Protest” campaign in March, which coincided with the G20 summit. The ads showed campaigners and police engaging in a mass pillow fight in a city street to demonstrate how “conflict can be resolved in peaceful and light-hearted exchanges”.

The ‘no label’ bottle is being launched first in Selfridges on July 13, and will retail at £24.99.

The bottle will carry a removable sticker that encourages customers to “discard their preconceptions” and directs them to a bespoke website.

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