The Heritage of ABSOLUT in the LGBT Community
ABSOLUT VODKA holds the title for the earliest advertiser in gay media with adverts dating back to 1981. By incorporating LGBT images in their national adverts as well as directly targeting the community by placing ABSOLUT ads in LGBT magazines, the company remains one of the most consistent marketers to gays and lesbians.
The brand has consequently been the recipient of awards from GLAAD (Gay and Lesbian Alliance Against Defamation) and from the Commercial Closet Association for excellence in the portrayal of LGBT individuals and issues in their advertising.
ABSOLUT has also pushed the boundaries of its packaging designs to further demonstrate the brand's commitment to the LGBT community. In 2008, ABSOLUT launched a limited edition bottle entitled ABSOLUT COLOURS which was designed by Gilbert Baker, the creator of the rainbow flag. In 1978, Gilbert baker of San Francisco designed and made a flag with stripes representing the six colours of the rainbow as a symbol of Gay and Lesbian community pride. Slowly the flag took hold and today it is recognised by the International Congress of Flag Makers and is flown in Lesbian and Gay Pride marches all over the world.
"There are few brands that can honestly say they have helped to make a difference" says Gilbert Baker. "In my mind, and with my perspective, ABSOLUT can definitely take pride in being one of those few who've supported Lesbian and Gay rights in times when it was needed."
As a result of the pioneering and bold activities of the ABSIOLUT company, often times in the face of criticism and commercial risk, the brand has over the years established a loyal band of brand advocates. From Andy Warhol to Tom ford, many high profile LGBT celebrities have actively championed the brand.
