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 agency partners THINKHOUSE and MEDIACOMl, Absolut Ireland planned, developed and launched their biggest ever PRIDE sponsorship this June 2022. And of course, it all started with a party.
The sponsorship of Ireland’s biggest PRIDE party with Mother spanned the entire PRIDE weekend (June 24th to 26th). 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 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.”
ABSOLUT X OUT OF HOME CAMPAIGN
THINKHOUSE brought to life the 'Here's to the family you choose' global PRIDE Absolut campaign from TAC for OOH, this sat in a number of special sites located near key LGBTQ+ trade venues in Dublin, secured by MediaCom.
ABSOLUT X MOTHER
Absolut has been supporting the Mother PRIDE Block Party since 2015. Speaking on the sponsorship Cormac Cashman, Event Promoter, Mother has this to say:
“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.”
ABSOLUT X PRIDE TRAIL
The Absolut PRIDE trail in venues around the country is an important way to support trade venues displaying their inclusivity. Absolut believes 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.
ABSOLUT X PROUD VOICES
James Patrice, Davina Devine, Victoria Secret and Cassie Stokes shared their stories of what PRIDE means to them.
@absolutirl #absolutfamily #wearemadetomix
