Gay Vodka?

June 29th, 2008 · No Comments

I posted a couple times on the Absolut Vodka “Mexico - US PR Fiasco” so when I saw a large display of Absolut Vodka’s new pro GBLT packaging in Kastrup airport in Copenhagen I took this picture. Not sure if it has reached the US market yet? Even if it has I doubt there would be displays this grand.

Absolut has been advertising to the gay community for a while and has recently been recognized by an organization, Commercial Closet, for their continued support of the community.

http://www.adrants.com/2007/11/commercial-closet-to-honor-absolut-amex-f.php

Absolut is tying it into their ‘Absolut World’ campaign messaging:
“IN AN ABLOLUT WORLD EVERYBODY
IS ENCOURAGED TO BE WHO THEY ARE.

THAT WORLD IS MORE COLORFUL,
DIVERSE AND RESPECTFUL.

BE PROUD OF WHO YOU ARE AND LET
YOUR TRUW COLORS SHINE.

ABSOLUT HAS BEEN CONSUMED BY
PROUD PEOPLE SINCE 1870″

http://press.absolut.com/templates/PressPage____4643.aspx
http://www.absolut.com/colors
What do you think? Is it a good or bad idea to openly court the GLBT market? Can it do more harm than good?

Tom

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