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 www.absolut.com where visionaries and online users from
around the world are encouraged to share and discuss their visions of an
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 www.absolut.com
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.
SOURCE ABSOLUT VODKA