A socially correct vodka
Absolut promotes US gay and lesbian organization
Absolut advertises for a U.S. gay and lesbian organizationBy Thérèse BalduzziAlready 20 years ago, the Swedish liquor distiller Absolut promoted itself to the homosexual audience in America and was a pioneer in niche marketing. What's new is an ad in which the vodka brand demonstrates its support for the American gay and lesbian organization Glaad in the spirit of "cause-related marketing."
The Gay and Lesbian Alliance Against Defamation (Glaad) is fighting back against negative bias in the media's portrayal of lesbians and gays. Thus, the organization recently intervened in the broadcast of the Grammy Awards. In compensation for the appearance of Eminem, whose rap lyrics the organization considers anti-gay and glorifying violence, it asked network broadcaster CBS to air a public service announcement.
The new print ad is based on the "Absolut Citron" ad that first appeared in the mid-1990s. In it, a "lava" lamp is shown in the shape of an Absolut bottle. In the slightly modified version, the yellow bubbles floating in the lamp liquid mimic the Glaad logo.
Absolute advertising in
The Advocate has tradition
The ad was created by the New York branch of the TBWA/Chiat/Day advertising agency, which is responsible for the long-running Absolut campaign. It appears nationally in the gay and lesbian magazine The Advocate, as well as in mainstream magazines such as New York Magazine.
The relationship between the globally distributed vodka brand and the gay and lesbian population has a history and tradition in America. As early as 1981, when it was far from common, Absolut advertised in The Advocate. Since 1989, the vodka brand has supported the Glaad organization and its annual awards ceremony, the Glaad Media Awards. At the time, Absolut was distributed in the U.S. by Carillon Importers, which was quick to recognize the role of the gay and lesbian scene as a trendsetter and the benefits of niche marketing.
For the first time Absolut involves a nonprofit organization
Absolut has been distributed in the USA by the Seagram company since 1994. Since Seagram has since been sold, it will have to cede the distribution license for the Swedish grain distillate later this year. Meanwhile, it is uncertain whether the new distributors will continue to support gay and lesbian organizations.
Absolut ads often revolve around cities, artists, or fashion trends, in addition to ingredients (lemons, for example). Despite the vodka brand's long relationship with the gay and lesbian scene and its years of sponsoring Glaad, this is the first time it has included a nonprofit organization dedicated to a social cause in an ad. This is also the first time Absolut advertising has been on trend.
The Gay and Lesbian Alliance Against Defamation (Glaad) is fighting back against negative bias in the media's portrayal of lesbians and gays. Thus, the organization recently intervened in the broadcast of the Grammy Awards. In compensation for the appearance of Eminem, whose rap lyrics the organization considers anti-gay and glorifying violence, it asked network broadcaster CBS to air a public service announcement.
The new print ad is based on the "Absolut Citron" ad that first appeared in the mid-1990s. In it, a "lava" lamp is shown in the shape of an Absolut bottle. In the slightly modified version, the yellow bubbles floating in the lamp liquid mimic the Glaad logo.
Absolute advertising in
The Advocate has tradition
The ad was created by the New York branch of the TBWA/Chiat/Day advertising agency, which is responsible for the long-running Absolut campaign. It appears nationally in the gay and lesbian magazine The Advocate, as well as in mainstream magazines such as New York Magazine.
The relationship between the globally distributed vodka brand and the gay and lesbian population has a history and tradition in America. As early as 1981, when it was far from common, Absolut advertised in The Advocate. Since 1989, the vodka brand has supported the Glaad organization and its annual awards ceremony, the Glaad Media Awards. At the time, Absolut was distributed in the U.S. by Carillon Importers, which was quick to recognize the role of the gay and lesbian scene as a trendsetter and the benefits of niche marketing.
For the first time Absolut involves a nonprofit organization
Absolut has been distributed in the USA by the Seagram company since 1994. Since Seagram has since been sold, it will have to cede the distribution license for the Swedish grain distillate later this year. Meanwhile, it is uncertain whether the new distributors will continue to support gay and lesbian organizations.
Absolut ads often revolve around cities, artists, or fashion trends, in addition to ingredients (lemons, for example). Despite the vodka brand's long relationship with the gay and lesbian scene and its years of sponsoring Glaad, this is the first time it has included a nonprofit organization dedicated to a social cause in an ad. This is also the first time Absolut advertising has been on trend.
