Absolut launches film featuring naked employeesBy Nicola Carruthers
Absolut has launched a new “humorous” global campaign featuring naked employees to emphasise the transparency of its vodka.
The new film, called The Vodka With Nothing To Hide, invites viewers on a “revealing” journey, using nudity as a metaphor for Absolut’s production process in Åhus, Sweden.
The film, which features 28 employees from The Absolut Company, pays homage to classic employee induction videos and aims to “highlight its sustainable, progressive approach” to creating high quality vodka.
Absolut uses a CO2 neutral distillation process to create its vodka, and uses wheat sourced from 338 farms in southern Sweden.
“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,” said Anna Schreil, vice-president of operations, who also features in the film.
The Vodka With Nothing To Hide, part of Asolut’s ongoing platform Create A Better Tomorrow, Tonight, is in-line with the company’s long-term vision to create a “more sustainable world”.
Absolut will also open the doors to its distillery and new visitors center this summer, allowing consumers the chance to experience the production process first-hand.
Craig Johnson, vice-president of global marketing, added: “Absolut has always believed in using its voice to promote change and we are proud to champion sustainability and transparency in our industry. We feel it’s now more important than ever to let our customers know, we have nothing to hide.”
Check out Absolut’s new film below.