NO LABEL by Family Business for Absolut


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Industry Vodka
Media Design & Branding
Market Sweden
Agency Family Business
Creative Director Marten Knutsson, Claes Bodén
Copywriter Tove Norström
Designer John Lagerqvist, Magnus Lundgren
Released June 2009

Credits & Description

Category: Alcoholic Drinks
Product/Service: ABSOLUT VODKA
Date of First Appearance: Jun 1 2009 12:00AM
Entrant Company: FAMILY BUSINESS, Stockholm, SWEDEN
Creative Director: John Lagerqvist (Family Business)
Creative Director: Mårten Knutsson (Family Business)
Account Director: Martin Abrahamsson (Jung Relations)
Designer: John Lagerqvist (Family Business)
Designer: Magnus Lundgren (Family Business)
Final Art: Christian Styffe (Family Business)
Copywriter: Tove Norström (Family Business)
Account Manager: Frederika Curry-Ohlson (Family Business)
Planner: David Becker (Jung Relations)
Creative Director: Claes Bodén (Jung Relations)
Strategic Advisor: Jesper Kling (Jung Relations)
PR-Director: Jonas Sevenius (Jung Relations)
Media placement: Glass Bottle - Bars, Supermarkets, Select Lifestyle Stores (E.g. Colette) - June 2009 / 4 Mts

Describe the challenges and key objectives
The Absolut Company continues its support for Interpride with a sequel of the Absolut Colours Concept. While the first instalment was extremely overt and celebrated the courage and pride of being who you are, this time we wanted to celebrate the ones that do not need to rely on exterior and labels to define who they are. Any of the people in the pride community would have easier lives if we didn’t put labels on them, in regards to their sexual preferences.

Describe the brief from the client
The client asked us to find out what the LGBT consumers in mature markets (where being sexually different is not a matter of life and death) globally really wanted to change in their situation, and create a multi-channel initiative addressing that.

Describe how you arrived at the final design
The solution was to create a bottle without label. Due to regulations we had to have a removable sticker to declare the content of the bottle on the front. We designed the sticker so that it could open, and inside we communicated the campaign manifesto and asked our consumers to remove the label and thus make the design complete. The Limited edition was launched only at select stores throughout Europe, such as Colette, Selfriges and at select airports. The initiative was also supported online through a No Label blog at and through PR-channels.

Give some indication of how successful the outcome was in the market
There was a huge international demand and the bottle has been featured at over 20.000 blogs or sites. A search on Google generates some 50.000 hits for ”Absolut No Label” and the reception has been overwhelming among the target market. Pernod Ricard are not publishing sales. All of the 90.000 bottles where sold out before the shipment even left Åhus.