Absolut Celebrates Gays Going Out & Coming Out

Uniquely, Absolut Vodka is celebrating its 30 years of marketing to gay consumers with an anniversary campaign. Absolut became the first large brand to really target the L.G.B.T market in gay media 30 years ago. The new yearlong campaign uses the catch phrase "Celebrating 30 years of going out and coming out" for the "Absolut OUTrageous" ads. 

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Absolut is spending +$4 million on the anniversary campaign and placing it in media such as: 

• Events at bars, gatherings for L.G.B.T. and sponsoring at conventions
• Facebook 
• Gay and Lesbian publications: The Advocate, Instinct and Out
• General-market magazines: Vanity Fair and Vogue
• Online & Outdoor print ads 

Not only has marketing to the gay and lesbian community for the past 30 years expanded Absolut Vodka's target market, but it enhances the brand's image and personality. Absolut is seen as open-minded and contemporary, which helps the brand greatly in these years where American culture is more accepting of gays and lesbians.

Although Absolut has been successful and has lead companies to follow in its footsteps of targeting gays, lots of Americans are still uncomfortable with this sexual orientation and thus find this ad campaign distasteful. Despite this, Absolut is not backing down or shying away. Instead, it is being Absolut Outrageous and showing that it has "Absolut" confidence in its stance on tolerance and acceptance.

What do you think... Is 30 years something to celebrate? Do you think it is smart for Absolut to directly target gay consumers? What other brands do you think should target gay audiences specifically?


Stamp of OUTrageous Approval,
The AD Judge


NYT Article