ABSOLUT RAINBOW

Absolut Rainbow Edition: Celebrating Love in the Face of Adversity

In 2018, a pivotal election year in Brazil marked by rising conservative voices spreading hate and intolerance, Absolut proudly launched the Rainbow edition to celebrate the LGBTQPIA+ community during Pride month. Faced with a barrage of negative comments, I spearheaded a creative response strategy that turned hate on its head. By affirmatively upholding Absolut’s progressive legacy and our mission to honor the community with love and respect, we transformed adversity into opportunity.

One sponsored post, in particular, caught fire, massively shared by brand lovers who championed our stance. This creative responding not only dominated the internet’s agenda for the day but also earned significant media attention. A single post on the "Quebrando o Tabu" page alone reached nearly half a million views, showcasing that brands committed to their principles not only earn respect but also ignite consumer mobilization.