It’s hard to miss an ABSOLUT ad — the Swedish vodka company has been known for its ingenious creativity surrounding the classic bottle, designed back in 1979. But in the new era of educated consumers and people wanting less, ABSOLUT is taking a new route: brandless branding. A limited edition series of bottles will be released that simply feature a removable sticker at the bottom of every bottle to indentify alcohol content and volume.

But the branding isn’t only about reaching a consumer that wants something a bit more genuine and with less flair; the “no label” campaign is also a launching pad for talking about prejudice issues.

From ABSOLUT:

There are too many labels associated with the LGBT-community and with this initiative we want to find a way around them. We have launched a naked 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.

Creative branding that engages the consumer for a social cause makes for an aesthetically pleasing and intriguing campaign.

[Via:PSFK]