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Absolut Vodka’s new campaign is primarily intended to reach LGBTQ+ consumers ahead of June’s Pride month. But that’s just a small part of a larger, ongoing effort that looks back as well as forward at Absolut’s long association with the culture and concerns of that population right now.
While Disney is caught up in local battles with Florida’s state government over the putative “Don’t Say Gay” legislation, Absolut’s new “Out & Open” campaign wants to address a much less hot button matter: the plight of LGBTQ+ bars and restaurants.