Absolut, the Swedish vodka, is celebrating 30 years of marketing to the LGBT consumer with a new commemorative campaign. In 1981 Absolut ads ran in The Advocate and After Dark, and it feels like Absolut has been Absolut-ly omnipresent in the community ever since.
On the one hand, Absolut dared to advertise where others feared to, becoming the “first big brand to commit to and pursue the market” by being “the first continuously present major brand in gay media,” Michael Wilke, the former executive director of the Commercial Closet Association, told The New York Times. Absolut has sponsored Prides and donated to our causes.
On the other hand, there's that pesky question about whether such ardent boozy love is good for our community, which struggles so with alcoholism.
At any rate, we're in for a yearlong anniversary campaign. It will include the phrase, "Celebrating 30 years of going out and coming out." We've been doing both in tandem with Absolut—that's the out-and-out truth.