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
5 responses so far ↓
1 MODERATOR // Jun 29, 2008 at 2:03 pm
COMMENT DEELTED/REMOVED
2 MattS // Jun 29, 2008 at 8:51 pm
Don’t see why it would be an issue. They gays I have known tended to like Absolut.
I doubt the Swedes are afraid. They aren’t hung up on homosexuality like the cons are in the States.
3 Daniel // Jun 30, 2008 at 5:47 am
Sure! We are a community that has not been visible in ads in the past, and people connect more with companies that “see” them and include them in ads. We are all more likely to buy a product that “speaks” directly to us. It takes a brave company to try, and make mistakes, and put up with people like some of the others who answered this question.
4 Jay // Jun 30, 2008 at 8:57 am
Hi,
I read all the points mentioned, about yes, the gay community has never been spoken to directly via adverts, but this also shows the level of understand and thinking Absolut vodka has and also shows how confident they are about their brand.
I am really impressed with Absolut, more than a business objective I think its the message to the world thats more imp.
cheers
5 Bret // Jun 30, 2008 at 6:58 pm
I am not surprised by this move by Absolut. Absolut has had a history of creating ads targeted at specific target markets. This is very common for many products out there, but the trick is to place the ads where they will be most noticed by the right groups to increase sales to that specific target market. When well targeted it usually will result in some increase in market share, but whether it is a good ROI depends on the expected return margin forecasted.
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