Absolut launches Absolut Love campaign celebrating Australian marriage equality
Celebration of love kicks-off for Sydney Gay & Lesbian Mardi Gras
Today Absolut announced the launch of Absolut Love, a campaign that celebrates the stories of Australian marriage equality since the historic YES vote in 2017.
As part of the campaign, Absolut has created one of its iconic posters aligned to its major partnership with Sydney Gay & Lesbian Mardi Gras. Instead of featuring its bottle, Absolut will be featuring the names of 282 of the LGBTQI Aussies who have created history and said ‘YES’.
Couples were invited to submit their names to Absolut, as well as share their stories of what the YES vote meant to them. Absolut has also partnered with celebrated Australian street artist Scott Marsh, to paint two of the loved-up couples at sites in Chippendale and Surry Hills.
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.
As part of the Absolut Love campaign, Absolut are showcasing the core theme of equal love and celebrating what this means for the LGBTQI community and beyond.
Scott Marsh, Visual Artist said “The LGBTQI community has been so supportive of my work over the years, so it’s really nice for me on a personal level to paint these portraits for Andrew & Paul and Fiona & Sarah and to help celebrate the year that’s been since the YES vote.”
To kick-off the celebrations, Absolut have released more of its rainbow limited-edition Absolut bottle, as well as rainbow limited-edition Absolut Botanik cans. The 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.
To bring Absolut Love to life, Absolut have also partnered with Merivale at key venues across the month of February. The Beresford will be transformed into a Mardi Gras ‘hub’ with an exciting program of events throughout the Sydney Gay & Lesbian Mardi Gras. These include the Absolut Beresford Brunches and a live stream of the official Parade in the courtyard. For more information visit merivale.com/mardi-gras
Terese Casu, SGLMG CEO said, “We’re excited to be partnering with Absolut again for our Fearless 41st Festival. Absolut has a long-standing legacy of supporting the LGBTQI community across the world, and we are proud to be celebrating the achievements of marriage equality with them this year.”
The 2019 Absolut Love posters will be on display throughout Sydney, Melbourne, Brisbane, Adelaide and Perth from Feb 18th. Each couple featured will receive their own copy of the poster. Additionally, Absolut has donated $20,000 to Sydney Gay & Lesbian Mardi Gras community programs that go towards grants, scholarships and creating greater access for disadvantage LGBTQI people to participate in the festival.
To see how Absolut is Creating a Better Tomorrow, please check out Absolut.com and follow us on Instagram, Facebook or Twitter.
Notes to editors:
‘Absolut Love’ creative
‘Absolut Love’ mural art imagery
‘Absolut Love’ Fair Day activation imagery
Absolut Rainbow bottle and can imagery
Mardis Gras at Merivale
Absolut Rainbow 700ml bottles and Absolut Botanik Rainbow cans are available now from leading Australian liquor retailers for $48.99 and $19.99 for a four-pack of cans.
Content: Absolut original vodka, crafted in the village of Åhus, Sweden. 40%
Alc./ Vol. (80 Proof).
Absolut Rainbow Botanik cans will be launched in selected outlets from late January 2018
Content: Absolut original vodka and Swedish botanicals (Berry Lime variant)
For further information, please contact:
Simon Clark, Global PR Manager – Australian Brands
Pernod Ricard Winemakers
T: +61 419 822 281