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

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.

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