In an ABSOLUT World All Men Are Created 'Equal' and Gay Marriage Is a Celebrated Reality World's Most Iconic Vodka Unveils First-Ever Gay and Lesbian Creative as

Part of its 'In An ABSOLUT World' Campaign

    NEW YORK, April 7, 2008 /PRNewswire/ -- With its tongue planted firmly
 in its cheek, ABSOLUT(R) VODKA, the world's most iconic vodka, unveils its
 first-ever LGBT-specific creative stemming from its 'In An ABSOLUT World'
 campaign. Embracing both the humorous and socially conscious, ABSOLUT
 challenges the status quo by presenting a bold and optimistic worldview
 that speaks directly to gay men and women. The campaign visually answers
 the questions "what if everything in the world were approached with the
 same ideals that ABSOLUT approaches vodka?"
     The brand's two new, daring print ad executions include: "Ruler," a
 humorous look at gay men and their fascination with perfect, eight-inch
 "member" measurements, while "Stadium" engages on the issue of gay marriage
 when one half of a gay couple "pops" the question during a sports outing.
 Created by SPI Marketing/Moon City in New York, these new lifestyle-driven
 ads build on a heritage of advertisements that prominently featured gay
 artists since 1984.
     "As a long-time supporter of the gay and lesbian community, we
 acknowledge that you can't simply speak to gay men and lesbians as
 consumers, but instead need to make real connections to their lives which
 we believe we are achieving with our new creative executions," said Jeffrey
 Moran, ABSOLUT(R) spokesperson. "As a company, we respect gay men and
 lesbians not simply in advertising messages, but behind the scenes as well.
 We're not gay-washing here."
     The preferred brand of vodka for gay and lesbian consumers, ABSOLUT(R)
 was one of the first major brands to place an ad in a gay magazine 27 years
 ago and is a long-time supporter of events and causes important to the gay
 and lesbian community. The brand will continue its place in gay and lesbian
 print publications with new creative, tailored to this target audience, and
 move beyond to where visionaries and online users from
 around the world are encouraged to share and discuss their visions of an
 Absolut world.
     John Nash, President of Moon City, the agency responsible for the
 execution of the new gay ads explains, "These two new visions bring a
 perspective to the 'In An ABSOLUT World' campaign that was inspired by a
 gay point of view, but can easily be appreciated by many people. Gay men
 and women have long felt connected to the artistic legacy of the brand and
 these new ads leverage that connection by making the brand relevant in a
 smart, personal way for gay men and lesbians today."
     The gay-specific "In An ABSOLUT World" advertisements will begin
 appearing in local and national LGBT media in late March.
     For more information on ABSOLUT, please visit
     For more information about SPI Marketing, LLC, please visit
     For more information about Moon City Productions, please visit
     About The Absolut Spirits Company, Inc.
     The Absolut Spirits Company, Inc., headquartered in New York, is a
 subsidiary of V&S Group and operates under the auspices of V&S Absolut
 Spirits in Stockholm, which produces and markets ABSOLUT(R) VODKA, ABSOLUT
 CUT(tm), Level (tm) Vodka, FRIS(R) Vodka , Plymouth(tm) Gin and Cruzan(R)
 Rum. The Absolut Spirits Company, Inc. imports ABSOLUT VODKA, Level Vodka,
 Plymouth Gin and Cruzan Rum in the US and distributes the brands through
 FutureBrands LLC, a joint venture with Beam Global Spirits and Wine.
     About SPI Marketing and Moon City Productions
     Headquartered in New York, SPI Marketing LLC and Moon City Productions
 enjoy a strategic partnership that provides representation for numerous
 leading brands in the gay and lesbian consumer market. The unified efforts
 of SPI Marketing and Moon City offers clients a one-stop shop for
 advertising creative, experiential marketing, market research, public
 relations, event execution and strategic communications outreach in the gay
 and lesbian community. With over three decades of combined experience and a
 national presence, SPI Marketing and Moon City are two of the premier
 agencies when it comes to connecting with gay men and lesbians.


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