Brands are getting naked06 Nov
Having already spoken about a company called Naked Wines, as well as Naked Chef, I am now going to speak about naked… vodka.
Getting “naked” for brands is a demonstration of authenticity, openness and being perceived for what you are rather than what you look.
The “naked” tendency is becoming the sign of the zeitgeist.
Have a look at this “naked” bottle of vodka. It has no logo, and no name. Do you recognize it?
Image source: http://lovelypackage.com
Even if you are not very much into drinking vodka, you must have guessed: it’s Absolut.
The brand that has dressed up its famous Swedish bottle, designed back in 1979, into so many “outfits”, is recognizable even “nude”. This is a smart move, Absolut’s response to the spirit of times, but something that only a VERY well-known brand could do. If your would-be-funky brand cannot boast any significant brand awareness yet, you gotta dress it up nicely first.
“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. The bottle visually manifests our belief in diversity and our standpoint when it comes to sexual identities. Of course it is also a wonderful piece of delicate and minimalist design, a true collectors item” says Kristina Hagbard, Global PR Manager at The Absolut Company (See original source).
In the past, Absolut has already made some associations with nakedness. Here is an image from my marketing assignment paper prepared together with my MBA team at IE Business school:
And here is a little analysis snapshot from the same paper we wrote:
You can see that one of the main product attributes is the “medical level purity”. The naked bottle does a good job communicating this important feature of the Absolut brand.
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