ABSOLUT DROP OF LOVE #AMORRESISTE

Absolut Drop of Love Campaign: Transforming Hate into Messages of Love

During Pride Month in São Paulo, Absolut launched the "Drop of Love" limited edition. This innovative initiative transformed hate speech from around the world—collected from racist, sexist, homophobic, and xenophobic posters—into the ink used on new bottles that now spread messages of love and unity.

The #LoveResists digital campaign complemented this effort by harnessing the power of affirmation and empowerment. Despite budget constraints limiting parade participation, we made a significant impact through a three-phase campaign:

Capturing Love: We collaborated with a community photographer to document proud, resilient couples at the Pride Parade, sharing their stories across our social media.

Confronting Prejudice: Our feeds highlighted the discrimination faced, promising "for every hate comment, there would be a response of love," transforming negative spaces into platforms for positivity.

Amplifying Voices: Influencers engaged with our campaign, responding to hateful comments with love and information, further spreading our message of inclusivity.

This multifaceted approach not only amplified the campaign but also solidified Absolut’s role as a staunch ally in promoting love over hate, affecting meaningful change both online and in the community.