Naked Absolut – Absolut irony

We read in the newsletter WoW News (no, it's not about computer games!) that Absolut Vodka is launching a new marketing campaign: Naked Absolut: ” In An Absolut World, There Are No Labels” with e.g. the catch phrase Absolute Anticipation. They have launched a special bottle on the theme, without any label. WoW quotes Kristina Hagbard, Global PR Manager: “For the first time we dare meeting the world completely naked. We are launching a bottle without label and logo, to show that it is less important what’s on the outside. It’s what’s inside that count”. It is certainly a laudable initiative to want to promote diversity and fight prejudices against sexual preferences (which is their aim it appears). However, can it be more ironic? What would be left of Absolute if it didn’t have the very distinctive packaging (the special bottle shape included) and the sophisticated marketing? The label is, after all, just one aspect of the “outside”. Does anyone really think that Absolut has become one of the world’s best selling spirits purely because the contents is so much better? www.wownews.se