Absolut Celebrates 30 Years of Marketing to Gay Community

Publication: The New York Times

Title: Absolut Celebrates Its 30 Years of Marketing to Gay Consumers

Article by: Stuart Elliot



The Swedish vodka brand Absolut, is launching a campaign to mark its 30th year of the brand’s efforts to reach the American L.G.B.T. community.  According to The New York Times, Absolut began running ads in 1981 in two magazines for gay men- The Advocate and After Dark.

Thirty years ago this type of marketing was very rare for such a mainstream product.  Absolut followed its advertising efforts with events, donations, charities, outdoor advertising, and most recently, sponsorship of the Logo cable channel’s “RuPaul’s Drag Race.”

The Times reports:

“The yearlong Absolut anniversary campaign carries the theme “Absolut Outrageous” — the letters “Out” are in pink — and includes this phrase: “Celebrating 30 years of going out and coming out.” The budget is estimated at more than $4 million.”

Pernod Ricard USA, TBWA/Chiat/Day NY, SPI Marketing, and photographer David LaChapelle collaborated on the print ad.  The ad will appear in publications such as The Advocate, Instinct and Out- as well as two general-market magazines- Vanity Fair and Vogue. Click to see.


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