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Taking PRIDE in a great campaign!

The deep links between Absolut Vodka and the LGBTQAI+ community stretch back as far as the 1980s. 2022 is a beautiful reflection of this 40 years of allyship as we saw Absolut Ireland throw their biggest pride campaign yet across the entire country

Pride is an iconic Global movement of resistance and celebration - as a brand with progressive activism in its DNA, Absolut has always been proud to actively support LGBTQ+ culture. From collaboration with Andy Warhol & Gilbert Baker in the early 80’s to being the very first brand sponsorship of Rupaul’s Drag Race, the brand is eager to continue building their allyship and support with PRIDE 2022 (and beyond.)

The sprawling campaign included the launch of their new Rainbow bottle; sponsorship of Ireland’s best-known PRIDE Party – the Mother Pride Block Party; and paving a PRIDE trail supplying bars all over the country with a host of PRIDE goodies to create PRIDE parties.

The delivery of pride merch reinforced Absolut's belief in the power of coming together and raising a cocktail in celebration at this important time for the community. These venues have provided safe spaces where chosen families have formed, creating support systems for individuals looking to belong.

PRIDE 2022 in Ireland was always going to be special; not only an important moment of belonging for those who missed over two years of celebration - but also an important time to help support Ireland’s LGBTQ+ Bar & Clubbing community.

Working with Absolut Ireland and MEDIACOM, we developed and launched Absolut’s biggest ever PRIDE sponsorship this June 2022. And of course, it all started with a party - Ireland’s biggest PRIDE party with Mother spanned the entire PRIDE weekend (June 24th to 26th).

Thinkhouse amplified the campaign with a PR strategy that included gifting the new bottle, inviting guests to the Mother Block party, hosting a smaller Pride Brunch party and reaching out to our selected influencers, the Proud Voices. This yielded fantastic results with a combined reach of 2,331,267.

Absolut brought the party across the country with the PRIDE trail and launched a community-led content platform which amplified PROUD voices from the LGBTQ+ community in Ireland. Featuring Global creative assets from TAC all localised at THINKHOUSE, Absolut ensured an extensive OOH proximity presence around important LGBTQ+ cultural sites and online throughout June. Celebrations were topped off with the launch of our PRIDE 2022 Rainbow bottle for PRIDE month.

Pride is an iconic Global movement of resistance and celebration - as a brand with progressive activism in its DNA, Absolut has always been proud to actively support LGBTQ+ culture. From collaboration with Andy Warhol & Gilbert Baker in the early 80’s to being the very first brand sponsorship of Rupaul’s Drag Race, the brand is eager to continue building their allyship and support with PRIDE 2022 (and beyond.)

After its biggest Irish PRIDE celebration in 2022, Jane Goldrick, Brand Manager at Absolut is ready for an even bigger 2023 celebration, saying

  • “Absolut is a brand that has been closely aligned with the LGBTQ+ community for years, celebrating pride since the 1980’s when most brands didn’t acknowledge PRIDE or support LGBTQ+ causes. This year Absolut continued its 40 year+ history of supporting PRIDE with a number of events and sponsorships celebrating the family you choose. We’re proud to continue as an ally of the LGBTQ+ community – not just during PRIDE but all year round. We have plans to continue our allyship during the rest of 2022 and beyond.”

Speaking on the sponsorship Cormac Cashman, Event Promoter at Mother said:

“We were delighted to partner with Absolut again for the Mother PRIDE Block Party. The dancefloor is an important place for everyone, but particularly for the queer community and especially at Pride.”

Pride Month is over for another year but Absolut’s allyship continues year-round.

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