Absolut uses hate placards to create new bottle

Absolut vodka has launched a new bottle design made with ink extracted from racist and anti-LGBTQ hate signs to encourage consumers to “spread the love”.

Absolut Drop bottles are made with the ink from hate placards

The Absolut Drop bottle, launching in time for Valentine’s Day, is adorned with the word ‘love’ in multiple languages and has been made with recycled glass from previous limited edition bottles.

The bottle launches alongside a new UK campaign that “aims to spread a positive message”. The campaign is part of the brand’s Create a Better Tomorrow, Tonight platform.

A 20-second film will run across on-demand services including Channel 4, Sky and ITV2. A digital campaign will also be delivered in partnership with equality charity Stonewall, which will encourage people to become an ally to the LGBT+ community during February, which is LGBT+ History Month.

“This campaign champions the brand’s belief of building a more open world, using creativity to drive positive change,” said Chris Richards, head of marketing at Absolut. “We’re proud to have placed the powerful message that love has no borders at the heart of Absolut’s iconic bottle.

“We’re also delighted to continue our support of the LGBT+ community, continuing our partnership with Stonewall as part of this campaign, but also by proudly showcasing a ‘Take Pride in Diversity’ medallion on the bottle.

“We know our annual Pride limited edition bottles are collectors’ item for many and with this limited edition, we hope to capture attention for this cause.”

The Absolut Drop limited edition bottles will be available in two colours, which launch today with an RRP of £19.45 (US$25).

Towards the end of last year, Absolut launched a new sustainability initiative for bartenders, called Green Hustle.