It’s Friday and the weekend is just a few hours away. You’re daydreaming of a crowded room where the lights reflect off glittered shirts, the vibrations surge through your heels, and the sound of laughter mixed with a bass beat fills the air. You have arrived, you lean over the bar, and say “Absolut and tonic with lime.”
Earlier this week, ABSOLUT® VODKA unveiled the first LGBT-specific ads as part of their ‘In An ABSOLUT World’ campaign. According to the Community Marketing Consumer Index, vodka is the preferred spirit of lesbians and gay men. Lesbian respondents were five times more likely to drink vodka than any other spirit. Of all the vodkas, lesbians were most likely to choose Absolut. Thirty-six percent of gay men prefer Absolut, followed by Grey Goose (27%). Absolut began advertising and marketing to the LGBT community in 1979, the first-ever to conduct LGBT market outreach.
This week, Absolut made, what may be considered, another great stride by revealing two new print ads created by SPI Marketing/Moon City. The two print ads are positioned as “humorous and socially conscious.” According Absolut’s news release, the ads include ‘Ruler,’ (see graphic) a humorous look at gay men and their fascination with perfect, eight-inch measurements, while ‘Stadium’ engages on the issue of gay marriage when one half of a gay couple ‘pops’ the question during a sports outing.
It’s odd to me that this ad is targeted to the gay male population. This question of measuring up seems more targeted to a general male demographic versus gay men. Furthermore, there is more than a trace of a perpetuated mentality and stereotype about a sex-driven culture for the gay male community. I must admit that I haven’t seen the “Stadium” ad, but I’m interested in how the ad depicts gay marriage, what the implications are and how the public will respond.
Gay marketing is built on fostering and enriching the relationship with the community. To do this effectively, marketing professionals must identify a values-driven message that directly aligns with this specific audience. What are your thoughts?
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WOW! I am amazed, but not surprised at Absolut’s LGBT geared advertisement. The “ruler” ad is particularly offensive. What is this telling young or old gay men who are not eight inches? Are they not worthy of sex or love? Are they not a catch? Let alone that the ad perpetuates gay stereotypes of being shallow (eight inches) and sex driven.
–Osvaldo
I agree that it appears a bit strange that “length” is perceived to be a gay thing. I also think that it is rather a male issue. That is also why I cannot agree with Osvaldo. As there is no explicit gay reference in the ad itself, if at all your criticism applies to all men not just to gays. I doubt that the public perception of gays is affected in any kinda way by the ad.
Be senstive but not over-sensitive, otherwise you undermine your own case…
I thought the ad was hilarious. You’re all taking this way too seriously. Haven’t you heard of “Size Queens”?
And, yes, penis size is a big deal within the gay population — at least the bar-hopping, vodka-drinking segment. I’ve never met a gay man who didn’t lie about his size, with 8″ being the perceived norm.
Absolut has always had a sassy wit. Allow them to have fun. It’s vodka afterall, not the cure for cancer.
Totally agree…
When I first turn the page of Out or Advocate (can’t remember which) and saw this ad I was offended. And I’m not easily offended. But this whole “size matters” thing is so old and cliche. I’d like to see a brand like Absolute work a little harder and avoid easy stereotypes. What’s next for Absolute – an image of a gay guy trying to sniff an Absolute airplane bottle like poppers – “In An Absolute World”