Vodka brand Absolut has announced the launch of its ‘Create a Better Tomorrow’ campaign which champions and celebrates equality.
Absolut has a longstanding history of promoting global acceptance of equal love and continues this tradition with the new campaign, which includes the announcement as exclusive spirits and major partner for the 2018 Sydney Gay & Lesbian Mardi Gras.
To kick-off the celebrations, Absolut has released a new rainbow limited-edition of the iconic Absolut bottle, as well as a limited-edition rainbow Absolut Botanik can.
Terese Casu, SGLMG CEO said, “We’re very excited to be partnering with Absolut for our 40th Anniversary. Absolut have a long-standing legacy of supporting the LGBTQI community across the world.”
The new limited-edition bottle is the latest in a collection of releases that have shown Absolut’s ongoing support for the LGBTQI community.
In 2008, Absolut was the first spirits brand to adorn their bottle with the Pride flag through a partnership with the flag’s creator, Gilbert Baker.
With the launch of the Absolut Rainbow edition, Absolut is demonstrating its ongoing commitment for equality in Australia.
“The Create a Better Tomorrow campaign celebrates the uniqueness and diversity of the Australian community. It is a way in which we talk to inclusiveness and acceptance of all backgrounds which is key to Absolut’s DNA,” Eric Thomson, marketing director at Pernod Ricard Australia, said.
“Absolut are thrilled to be partnering with the 2018 Sydney Gay and Lesbian Mardi Gras for their milestone 40th anniversary of the globally renowned festival that is the embodiment of celebration, self-expression and acceptance.”
The ‘Create a Better Tomorrow’ campaign will be activated through an integrated campaign launching mid-January until the end of March.