ABSOLUT Honors LGBT CommunityNovember 18, 2011
ABSOLUT is celebrating 30 years of going out and coming out in the Lesbian, Gay, Bisexual and Transgender (LGBT) community this fall in OUTrageous style, and everyone is invited to join the celebration. To mark three decades of supporting the visionaries and artists of the LGBT community, ABSOLUT is throwing a year-long party in bars and clubs on the streets of the country’s gay epicenters.
The party invitation comes in the form of a new print ad from photographer David LaChapelle and stars Amanda Lepore amid a visual cornucopia of iconic gay images. In LaChapelle fashion, the OUTrageous vision draws viewers into to a menagerie of icons and symbols that is about life and cocktails perfected. The vision encapsulates the celebratory hopefulness of the LGBT community, as well as the legendary men and women (and everything else in between!) that keep the party in the LGBT community going strong.
ABSOLUT Vodka placed one of the first national ads in The Advocate in 1981 and has continually supported LGBT charities, bars and clubs, community centers, pride celebrations and media outlets ever since. This ongoing support has earned ABSOLUT widespread recognition as one of the most beloved and recognized brands in the community. Recently awarded the “In the Life Media Pioneer Award” for three decades of being a vanguard of diversity support and giving voice to a community that was historically ignored across media, the new OUTrageous campaign is the next step in the brand’s legendary celebration of the people, events and organizations that make the LGBT community so unique.
“ABSOLUT has been a true trailblazer in the corporate world by reaching out to the LGBT community in a passionate and consistent manner since the brand made its mark in this country 30 years ago,” said Jeffrey Moran, Vice President Public Relations, Events and Sponsorship for Pernod-Ricard. “The provocative new LaChapelle ad and the entire year of OUTrageous events celebrate our last 30 years and sets the stage for the next 30. From Warhol to LaChapelle, we have proudly and continually supported the creativity that makes the LGBT community so special.”
ABSOLUT OUTrageous Hits the Road
ABSOLUT OUTrageous will also live as a moving art installation — popping up at bars, clubs and neighborhoods in New York, Miami, Los Angeles and Dallas. Party-goers will literally be able to step into the OUTrageous universe for an immersive photographic experience that can then be Tweeted, posted on Facebook, shouted and shared with the LGBT community. Other experiential elements, along with the ABSOLUT OUTrageous cocktail, will be unveiled from coast-to-coast in all the places ABSOLUT has been standing with the LGBT community for the past 30 years.
In January, the party will also rage online, where the LaChapelle vision will serve as the inspiration for the new ABSOLUT LGBT Facebook tab. Party-goers can experience the ad digitally by spinning the iconic ABSOLUT bottle and virtually toasting their friends. More than just sharing a virtual toast or cocktail, the platform will allow users to make a very real “OUTrageous” contribution to Outfest and the Outfest Legacy Project for LGBT Film Preservation. This collaboration between Outfest and the UCLA Film & Television Archive is the only program in the world devoted to protecting LGBT moving images. A contribution of $30,000, the perfect 30th anniversary gift, will be made to preserve queer images of the past for future generations.
Revving into Season 4 of "RuPaul’s Drag Race"
No party is complete without some drag queens, and for the fourth consecutive season, ABSOLUT will be sponsoring the OUTrageous looks, antics and attitude of the girls from “RuPaul’s Drag Race” on Logo. Once again, fans of everything that glitters will be toasting with ABSOLUT cocktails in hand at viewing parties across the country and will be lining up for the OUTrageous tour in the Spring. The ABSOLUT-sponsored tour brings the fiercest drag queens and most perfect cocktails to bars and clubs across the nation. Viewers also should prepare themselves for new integration spots, featuring past contestants that will air during the fourth season of “RuPaul’s Drag Race.” Last season’s spots were awarded a GLAAD Amplifier Award and are nominated for an ANA Multicultural Excellence Award.