Absolut-ly no label



Absolut vodka is turning out a naked bottle-with no logo or label-to challenge consumers to discard their “labels” about lesbian, gay, bisexual and transgender people. The limited-edition bottle retains its notable shape and includes a discrete removable sticker directing consumers to the brand’s website for discussion. While it’s already rolled out in select travel retail markets, the no-label bottle is slotted for a global launch in September. Reaching a specific consumer group is a smart use of short-run packaging.

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