Exploring LGBT Issues in Strategic Communication with Theory and Research
Edited By Natalie T.J. Tindall and Richard D. Waters
Chapter 10: Absolut Vodka: Defining, Challenging, or Reinforcing Gay Identity?
Christopher Chávez and Katie R. Place
In 2011, Absolut Vodka launched a $4 million campaign celebrating its 30-year relationship with the gay community. While it may seem opportunistic to tap into the subcultural zeitgeist in an effort to market vodka, the company has built a strong loyalty among LGBT consumers. Over the course of three decades, Absolut has placed advertising in gay-targeted media, maintained a presence in community events, and contributed to important LGBT social organizations. In 2009, the Gay & Lesbian Alliance Against Defamation (GLAAD) publically thanked Absolut for its investment in gay-targeted media and its inclusive portrayals of LGBT individuals in mainstream venues (GLAAD, 2009). During a 2011 interview in The New York Times, Maxime Kouhnir, vice president of Absolut’s parent company, Pernard Ricard USA, described Absolut’s involvement in the gay community as “a loyal affair between us and the LGBT community, a journey together…yes, we’re a business, but at the end of the day, it’s our choice to have invested for 30 years behind this” (Elliot, 2011).
This tension between social advocacy and profit motive warrants further examination. There is a rich literature supporting the notion that the practices of the marketing industry inherently reflect ideological positions that often go undetected by its practitioners. Given Absolut’s apparent success in targeting gay consumers, how does the brand reconcile social advocacy with marketplace logic? Focusing specifically on its “In an Absolut World” campaign and its surrounding efforts, we examine how the brand’s advertising...
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