When the Absolut Vodka ad campaign for “Nothing to Hide” started last year, it was about sustainability and using the wholesome cool, clear water bubbling up from wells found 140 meters below the distillery to tell a story about transparency. Fast forward to today and that wholesome approach has changed to asking their employees to strip naked to help sell vodka. Last year’s campaign included an image of a clean burning alcohol distillery. This latest campaign still has that distillery but it’s a bit harder to see behind all the employees sitting on the golf cart in their birthday suits.
Oh my how things have changed since then their “Nothing to Hide” campaign has shifted its focus.
Would you get naked for your company?
Absolut employees certainly will, as Absolut launches a brand new film ‘The Vodka with Nothing to Hide’ to prove just how transparent things are in Åhus, Sweden and features employees totally in the nude. From Absolut Vodka’s CO2 neutral distillation process to their sustainable ethos, viewers are invited on a revealing journey to discover how Absolut not only has nothing to hide, but have something worth shouting about.
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In the film, Absolut invites you behind the scenes in Åhus, Sweden to reveal how their unique process produces vodka of such high standards. (Caution: Those stills are really, really hot!) In an age where true brand transparency is rare, Absolut felt it was important to put everything on display and show viewers exactly what modern vodka crafting looks like.
Distillery and Visitor Center to Open in 2018
Soon Absolut will have a home to call their own with the development of the new Absolut brand home in Åhus set to open in 2018. Though the company prides itself in transparency, they claim that the nudity is used as a metaphor for their transparent production process, so rest assured, employees at the distillery are normally found fully clothed.
“We are very proud of the high-quality vodka we make here in Åhus and also the way we make it. We control every single step from seed to bottle, and we do it with passion and pride. Quality and sustainability are lead words to us and we love to tell our story. Normally, when people come to see us, we do have clothes on. But the transparency about how we do things is still the same!” says Anna Schreil, VP Operations and one of the 28 employees featured in the film.
Absolut has a long-term vision to create one sustainable circular source and continues to work with the ambition that there is no waste, only by-products that can be innovatively reused.