EUCAM - European Centre for Monitoring Alcohol Marketing

Supporting the gay community: a new form of CSR?

10 December 2011

Supporting the gay community: a new form of CSR? The Swedish brand Absolut has announced a 2012 year long marketing campaign called ‘Absolut Outrageous’ featuring the tagline: ‘Celebrating 30 years of going out and coming out.’ The campaign refers to the brands decades spanning support of the lesbian, gay, bisexual, and transgender (LGBT) community. While Absolut may not be new to this game, other alcohol producers have recently jumped on the pink bandwagon.

According to a brandchannel.com report, nowadays embracing the LGBT community is very popular with companies like Procter & Gamble, Unilever, General Motors, Macy’s and American Airlines. The same report describes Absolut as ‘the first continuously present major brand in gay media.’

One of the ways that the brand has supported the cause, has been with donations and sponsoring of events such as the GLAAD (Gay and Lesbian Alliance Against Defamation) media awards.

Recently competitor ROKK vodka has joined the fray by also joining the GLAAD media awards and starting their own brand of ‘inclusive marketing’.

The new campaign will run in gay publications like The Advocate, Instinct, After Dark and Out, along with magazines like Vanity Fair and Vogue.

Source: brandchannel.com 12/10/11

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