Absolut Turns Pride Allyship Into A Community Conversation

  • Absolut has supported the LGBTQ+ community since long before rainbow logos became a seasonal brand behavior. For Pride 2022, the brand wanted to turn that legacy into actionable allyship—and demonstrate that its commitment extended well beyond the bottle.

  • Consumers increasingly expect brands to participate in culture, not simply reflect it. Absolut brought its Out&Open platform to Reddit to raise awareness and spark substantive conversation about the decline of LGBTQ+ bars following the pandemic.

    Because conversation is Reddit’s lifeblood, Absolut hosted an AMA with sociologist and author Dr. Greggor Mattson to explore what is lost when LGBTQ+ spaces disappear. 

    After the event, Emmy-winning artist Mike Perry transformed standout moments from the discussion into custom illustrations. A promoted carousel brought those insights to a broader audience and extended the life of the community conversation.

    The integrated campaign delivered measurable lifts in unaided awareness, consideration, purchase intent, and perceptions of Absolut’s support for the LGBTQ+ community—turning long-standing brand purpose into visible, participatory action.

  • AdWeek

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