Get Rid of Your Labels About Sexual Minorities

categories: LGBT and the Media, LGBT Rights and Business, LGBT Tech News, Stonewall 20

Published August 17, 2009 @ 06:32AM PT

Absolut

Someone is challenging you to discard your labels and your prejudices about sexual minorities. That someone is Absolut Vodka, and they're putting their marketing campaign where their mouth is, by creating a labelless bottle. The point? To plug equality by saying that no matter what's on the outside of the package, it's what's on the inside that matters. And that kind of relates to people, too.

Absolut has been at the forefront of LGBT advertising for years, winning plenty of awards from organizations like the Gay and Lesbian Alliance Against Defamation (GLAAD) along the way. But this campaign, similar to the "Think Before You Speak" campaign from the Gay Lesbian Straight Education Network, takes on the power of language and words to label, and how those labels create trouble when it comes to discrimination, prejudice and fear-mongering.

"For the first time we dare to face the world completely naked. We launch a bottle with no label and no logo, to manifest the idea that no matter what’s on the outside, it’s the inside that really matters. We do it in support of the people who spend their entire lives, stamped with labels by other people," said Absolut PR Manager Kristina Hagbard.

Even sleeker than a bottle with no label? Absolut has launched a blog to talk about the no label campaign, rife with information (and a heaping dose of sarcastic snark) directed toward prejudice within and toward the LGBT community.

Companies market to LGBT folks all of the time. But companies rarely immerse their product in the thick of the LGBT world to make a broader point about equality. This is one advertising campaign whose central message is one everyone can buy into, whether they drink alcohol or not: In an absolute world, there are no labels.

Share this Post

Comments (15)

I love what they're trying to do here, but it doesn't change the fact that their vodka tastes like cheap well liquor. Kudos to their marketing people for trying, though.

Posted by Ryan Meray on 08/17/2009 @ 11:31AM PT
- Report close
  You must be signed in to report content.
- Reply
- 1 person likes this comment. Like
Reply to thread
For your comment to be published, you will need to confirm your email address after submitting your comment. In the process we will also create a Change.org account for you so you can track this and future conversations. Don't worry - we won't spam you. We just want to promote constructive dialogue and find that people are more respectful when they are not anonymous.

If you already have an account, click here to log in.

First Name:

Last Name:

Email:

Create Password:

reply to thread started by by Ryan
Check Spelling
- Email me when there are new posts to this thread
- Comment Policy
Cancel Reply
I'm glad they're putting forth the effort. We definitely need more companies with the balls or ovaries to do something like this. But, after reading through the blog, I've noticed that most of the feedback is not so positive. And I kinda have to somewhat agree. They're saying No Labels, but focus strictly on the LGBT community. If they want to be truly no label, they should include everyone. More like LGBTTQQA. In otherwords, people.

Also, it feels sort of impersonal. Like the absolute editor is trying to speak out and stand up for all LGBT people without actually being one. So, go Allies, but maybe their next campaign should include LGBTTQQA absolute vodka drinkers and focus on their stories or something.

So it's a good effort, but there's always room for improvement.

Posted by Kate F on 08/17/2009 @ 12:39PM PT
- Report close
  You must be signed in to report content.
- Reply
- 2 people like this comment. Like
haha, balls or ovaries? Are you leaving out intersexed people?

You're right about the blog. Here's an excerpt: "Gays, lesbians, bisexuals and transgendered people are grouped together because of their sexuality. But it seems as though what is really defining for most of the people in this group is their gender."

Not a very educated or personalized post for the transgendered folks here.

Posted by Luella - on 08/17/2009 @ 07:30PM PT
- Report close
  You must be signed in to report content.
- Like
I totally agree with you both...I like that the company is taking on a new media twist, but I agree that the writing sounds awkward on their blog. Not on purpose, I don't think, but something is off.

Posted by Michael Jones on 08/18/2009 @ 03:26AM PT
- Report close
  You must be signed in to report content.
- Like
I'm still glad you posted about them, Michael. They should get props for their efforts and the fact that they obviously stand with the LGBT community.

Luella- Even if they are intersexed, doesn't that include a pair of ovaries or balls at some point? At least an implied pair. Hmm... Perhaps you can help me out here...

Posted by Kate F on 08/18/2009 @ 06:23AM PT
- Report close
  You must be signed in to report content.
- 1 person likes this comment. Like
Kate, there are different types of intersexed bodies. I can't describe much off the top of my head, but check out the official website at isna.org to find out for yourself.

Posted by Luella - on 08/18/2009 @ 09:30AM PT
- Report close
  You must be signed in to report content.
- Like
Reply to thread
For your comment to be published, you will need to confirm your email address after submitting your comment. In the process we will also create a Change.org account for you so you can track this and future conversations. Don't worry - we won't spam you. We just want to promote constructive dialogue and find that people are more respectful when they are not anonymous.

If you already have an account, click here to log in.

First Name:

Last Name:

Email:

Create Password:

reply to thread started by by Kate
Check Spelling
- Email me when there are new posts to this thread
- Comment Policy
Cancel Reply
P.S. I do like the stark look of the bottle. And the rainbow triangle in the corner is quite nice. They are making good use of their (non) label.

Posted by Kate F on 08/17/2009 @ 12:41PM PT
- Report close
  You must be signed in to report content.
- Reply
- 2 people like this comment. Like
For your comment to be published, you will need to confirm your email address after submitting your comment. In the process we will also create a Change.org account for you so you can track this and future conversations. Don't worry - we won't spam you. We just want to promote constructive dialogue and find that people are more respectful when they are not anonymous.

If you already have an account, click here to log in.

First Name:

Last Name:

Email:

Create Password:

reply to thread started by by Kate
Check Spelling
- Email me when there are new posts to this thread
- Comment Policy
Cancel Reply
This is an excellent, forward thinking campaign that will not encourage progress in human equality, simultaneously actually benefitting Absolut. It's a win-win. More companies should pony up to the bar.

Posted by Fred Frankenberg on 08/17/2009 @ 01:08PM PT
- Report close
  You must be signed in to report content.
- Reply
- 3 people like this comment. Like
Damn. Hit the button without a proof read. First sentence should have read, "that will not ONLY encourage progress in human equality, but simultaneously actually benefit..." Sorry, too much Absolut.

Posted by Fred Frankenberg on 08/17/2009 @ 01:11PM PT
- Report close
  You must be signed in to report content.
- 4 people like this comment. Like
Reply to thread
For your comment to be published, you will need to confirm your email address after submitting your comment. In the process we will also create a Change.org account for you so you can track this and future conversations. Don't worry - we won't spam you. We just want to promote constructive dialogue and find that people are more respectful when they are not anonymous.

If you already have an account, click here to log in.

First Name:

Last Name:

Email:

Create Password:

reply to thread started by by Fred
Check Spelling
- Email me when there are new posts to this thread
- Comment Policy
Cancel Reply
Thank you absolut.

Posted by Thomas McHugh on 08/17/2009 @ 02:10PM PT
- Report close
  You must be signed in to report content.
- Reply
- Like
For your comment to be published, you will need to confirm your email address after submitting your comment. In the process we will also create a Change.org account for you so you can track this and future conversations. Don't worry - we won't spam you. We just want to promote constructive dialogue and find that people are more respectful when they are not anonymous.

If you already have an account, click here to log in.

First Name:

Last Name:

Email:

Create Password:

reply to thread started by by Thomas
Check Spelling
- Email me when there are new posts to this thread
- Comment Policy
Cancel Reply
It's good that Absolut Vodka has decided to take out their bottle's design to make a clear point regarding LGBT equality. It's also good that Absolut Vodka has won awards from GLAAD and continue to be bold in their campaign against homophobia. It's very true that's what it's in the inside matters more than the outside. A website exposing prejudice inside the LGBT community and other people is important in taking steps against the prejudice.

Posted by Edwin Bonilla on 08/17/2009 @ 03:05PM PT
- Report close
  You must be signed in to report content.
- Reply
- 1 person likes this comment. Like
For your comment to be published, you will need to confirm your email address after submitting your comment. In the process we will also create a Change.org account for you so you can track this and future conversations. Don't worry - we won't spam you. We just want to promote constructive dialogue and find that people are more respectful when they are not anonymous.

If you already have an account, click here to log in.

First Name:

Last Name:

Email:

Create Password:

reply to thread started by by Edwin
Check Spelling
- Email me when there are new posts to this thread
- Comment Policy
Cancel Reply
Cool.....

Posted by Sarah Burnside on 08/18/2009 @ 06:25AM PT
- Report close
  You must be signed in to report content.
- Reply
- Like
For your comment to be published, you will need to confirm your email address after submitting your comment. In the process we will also create a Change.org account for you so you can track this and future conversations. Don't worry - we won't spam you. We just want to promote constructive dialogue and find that people are more respectful when they are not anonymous.

If you already have an account, click here to log in.

First Name:

Last Name:

Email:

Create Password:

reply to thread started by by Sarah
Check Spelling
- Email me when there are new posts to this thread
- Comment Policy
Cancel Reply
why are we glorifying marketing targetted at LGBT people? It's not ok when the Tobacco companies do it, and it's not ok when the Alcohol companies do it either.

They are targetting us because they want our money - no other reason.

Posted by Jennie Beeson on 08/18/2009 @ 07:14AM PT
- Report close
  You must be signed in to report content.
- Reply
- 1 person likes this comment. Like
For your comment to be published, you will need to confirm your email address after submitting your comment. In the process we will also create a Change.org account for you so you can track this and future conversations. Don't worry - we won't spam you. We just want to promote constructive dialogue and find that people are more respectful when they are not anonymous.

If you already have an account, click here to log in.

First Name:

Last Name:

Email:

Create Password:

reply to thread started by by Jennie
Check Spelling
- Email me when there are new posts to this thread
- Comment Policy
Cancel Reply
Nobody should be targeted for labels. When someone doesn't understand a group of people, there is no need for judgement or hostility. That includes the Kink or adult entertainment/ services worlds. If the subjects are adult humans who are consenting, not in a coma, and not totally wasted, then it should be universally agreed: there is no problem. Rev. Bookburn - Radio Volta

Posted by Rev Bookburn on 08/19/2009 @ 08:58PM PT
- Report close
  You must be signed in to report content.
- Reply
- Like
For your comment to be published, you will need to confirm your email address after submitting your comment. In the process we will also create a Change.org account for you so you can track this and future conversations. Don't worry - we won't spam you. We just want to promote constructive dialogue and find that people are more respectful when they are not anonymous.

If you already have an account, click here to log in.

First Name:

Last Name:

Email:

Create Password:

reply to thread started by by Rev
Check Spelling
- Email me when there are new posts to this thread
- Comment Policy
Cancel Reply
That's very awesome! :)

Posted by Sarah McConnaughey on 08/21/2009 @ 05:19PM PT
- Report close
  You must be signed in to report content.
- Reply
- Like
For your comment to be published, you will need to confirm your email address after submitting your comment. In the process we will also create a Change.org account for you so you can track this and future conversations. Don't worry - we won't spam you. We just want to promote constructive dialogue and find that people are more respectful when they are not anonymous.

If you already have an account, click here to log in.

First Name:

Last Name:

Email:

Create Password:

reply to thread started by by Sarah
Check Spelling
- Email me when there are new posts to this thread
- Comment Policy
Cancel Reply

Add a Comment

For your comment to be published, you will need to confirm your email address after submitting your comment.

If you already have an account, click here to log in.

First Name:

Last Name:

Email:

Create Password:

Comment

Check Spelling

Email me when there are new posts to this thread
Comment Policy

Comments on Change.org are meant for further exploration and evaluation of the ideas covered in the posts. To that end, we welcome constructive comments. However, we reserve the right to delete comments that are offensive, abusive, or off-topic; that contain ad hominem attacks; or that are designed to subvert or hijack comment threads rather than contribute to them. Repeat offenders may be permanently removed from the site at our discretion.

Author

Michael is the Communications Director for the Human Rights Program at Harvard Law School, and previously was Communications Director for Pax Christi USA, a progressive Catholic human rights organization.