VODKA COMPETITORS SKYY AND ABSOLUT JOIN FORCES TO SUPPORT MARRIAGE EQUALITY

Skyy Vodka and Absolut are competitors on the bartender’s shelf, but today, the brands have come together to support same-sex marriage, in a new Australian social campaign from TBWA/Sydney and TBWA network agency Eleven.

The ad, posted on both Skyy and Absolut’s social media accounts, depicts the two brands’ bottles standing side by side, with a rainbow-colored heart in between. Copy reads, “The Skyy’s the limit when we have Absolut equality.”

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Australia is currently in the midst of a public vote the High Court initiated to gauge opinion on whether the country’s 1961 Marriage Act should be amended to protect same-sex couples. Whatever the outcome, the vote will have no legal repercussions, although Australian Prime Minister Malcolm Turnbull has promised to introduce legislation to legalize same-sex marriage if the majority of the country votes in favor of marriage equality, according to CNN.

We’ve seen brands come together for social causes before. Amazon, Johnson & Johnson and Goya joined forces to help create in-the-moment educational opportunities for children with the Vroom initiative from Johannes Leonardo. Burger King had asked McDonald’s to create a McWhopper in the name of world peace, but ended up teaming up with Denny’s and three other brands on the Peace Day Burger.

from Creativity-Online: http://creativity-online.com/work/skyy-vodkaabsolut-australia-marriage-equality/53012