This summer, Absolut launched their latest limited edition bottle, ‘Colours’. Adorned with a rainbow, the bottle is designed to showcase the brands ongoing support of for people who express their true selves through art, love or any other way, regardless of who or where they are.
Full of pride and joy, the Absolut Colours bottle is sleeved with the iconic Gilbert Baker rainbow flag, which he created in 1978 as a message of solidarity, love and respect for diversity. Ever since, this flag has not only been an important symbol of the LGBT movement, but also one that has represented colourful celebrations, massive parties and liberated minds.
Speaking on the brands long commitment to the community, Adam Boita, Marketing Controller, Pernod Ricard states “Absolut has long supported freedom for creative and self-expression and encouraged people to be who they are. We look back at our history within the LGBT community with pride and are excited to use the launch of Absolut Colours as an opportunity to re-establish ourselves as true pioneers in our continuous support for equality.”
For over three decades, Absolut have actively engaged and supported the LGBTQA community through unique creative collaborations with artists, charities and high profile personalities. Iconic advertisements included Absolut Commitment with matching bottles atop a wedding cake and Absolut Achievement which stacked film canisters into the iconic Absolut bottle labelled with the titles of gay films like Stonewall, Boys Life, and Out at Work. Limited editions such as No Labels challenged prejudice about sexual identity by stripping the bottle of all logos, suggesting that the outside appearance should be eclipsed by what is inside. In 2003, Absolut even supported the creation of the world’s largest rainbow flag, which stretched from the Gulf of Mexico to the Atlantic Ocean in Key West.
Most recently, the brand has also partnered with British director Paul Frankl to produce the short film ‘Roxanne’, which explores transgender topics. ‘Roxanne’ follows the story of a transgender sex worker, played by Miss Cairo, living and working in Soho London, who meets the motherless 12 year-old named Lily. The film was created using 35mm film and was shot on location in Soho, London. View the trailer here.