•An integrated initiative with focus on PR and interactive, primarily targeting the globally connected LGBT community.

•Inspire people to discover their prejudices and to spark a conversation.•A global campaign supported by global and local pr messaging, a limited edition bottle, a global media collaboration, launch events and a blog.•ABSOLUT NO LABEL was an IAAW 2.0 initiative: we worked with a credible media partner and creative visionairies, curated by ABSOLUT VODKA.•The initiative had both global and local relevance.

ABSOLUT NO LABEL was a global campaign supported by global and local PR messaging, a limited edition bottle, a global media collaboration, launch events and a blog.The campaign was launched September 2009 together with magazine Fantastic Man at London Fashion Week. The media partnership included a supplement in the autumn /winter issue, teaser films released online and at the same time the limited edition bottled was launched at selected outlets such as Collette and Selfridges. To maintain interest and spark discussions the No Label Blog was launched to show the brand’s engagement in the LGBT issues. It was updated several times each week by our editor. Local markets carried out launch events at their markets to support the messaging and campaign. People also got the opportunity to engage in the campaign via Twitter and Facebook. Campaign initiatives were carried out through-out the rest of 2010. The campaign still creates buzz online.

•Generated over 1.100 online clippings.

•97 % positive buzz (Synovate Buzz Tracking), generated 19 % of all buzz around ABSOLUT, July to September 2009 (Synovate Buzz Tracking)•The synovate conclusion: o”ABSOLUT has a long history of championing LGBT rights and thus this ‘No Label’ bottle is primarily seen to be aimed at combating sexual prejudice, which is appreciated by members and non-members of the LGBT community alike”oBy removing the labels from the bottle, it symbolises that it is what is on the inside that counts – equally appropriate for the product as for consumersoThe strength of the branding of the ABSOLUT bottle shape is such that the ‘No Label’ bottle is still 100% ABSOLUT and can not be mistaken for anything else – and indeed removing the labels serves to reinforce this further.oFinally, many comment on the beautiful simplicity of the ‘No Label’ bottle, linking to previous creative executions