Absolut Vodka Has Been at Pride Before It Was Brand-Safe

4 decades ago, advertisers wouldn't get near the LGBTQ+ community. This one did.

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In November 1981, a spirits importer called Carillon did something that, at first blush, seemed ordinary: It bought a half-page ad in a magazine. Carillon held the U.S. distribution rights for Absolut, a Swedish vodka that few people had heard of.

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This story first appeared in the June 13, 2022, issue of Adweek magazine. Click here to subscribe.