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Absolut Celebrates 30 Years Of Marketing To The LGBT Community

Absolut Celebrates 30 Years Of Marketing To The LGBT Community

The vodka brand introduces a yearlong campaign commemorating its efforts to reach lesbian, gay, bisexual and transgender consumers.

Emma Hutchings

Swedish vodka brand Absolut, has kicked off a new campaign celebrating 30 years of reaching out to LGBT consumers. Back in 1981, it ran advertisements in The Advocate and After Dark, magazines popular with gay men. It also hosted events in bars, donated to charities and causes, and used outdoor advertising to target a market that many brands shied away from.

Now, there is a yearlong anniversary campaign called ‘Absolut Outrageous,’ with the tagline “Celebrating 30 years of going out and coming out” with an estimated budget of more than $4 million.

Absolut Celebrates 30 Years Of Marketing To The LGBT Community

The campaign will include online and outdoor ads, events, social media presence and a print ad in publications read primarily by gay men and lesbians, and in general market magazines like Vanity Fair and Vogue.

The print ad was created by TBWA/Chiat/Day New York, SPI Marketing, and photographer David LaChapelle, who created the amazing image featuring closets, divas, disco turntables, rainbows, performance artist Amanda Lepore and a unicorn.

Absolut Vodka

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