Pernod Ricard UK has launched the latest in a series of limited edition Absolut vodka bottles, as part of a campaign to encourage people to embrace diversity.

The new 'naked' bottle has no logo or label, but instead features a removable sticker that outlines the campaign manifesto, encouraging consumers to "discard their preconceptions", the company said.

 It launched the bottle at luxury retailer Selfridges this week.

The bottle retails at GBP24.99 (US$40.75) and will coincide with the launch of a new website, www.absolut.co.uk/nolabel, where people will be invited to interact and share their views on prejudice in all walks of life.

Mark Hamilton, head of marketing for vodkas at Pernod Ricard, said: "Absolut seeks to stimulate discussion around visionary and alternative views of the world that we hope will be inspirational for our target audience."