Absolut: New definition of love

Absolut, a vodka brand, encouraged a change in the definition of love in Slovakia's official dictionary by launching an online challenge with influencers to show that love is for everyone.

Categories:

  • Central Eastern Europe
  • Food & Beverage
  • Inclusive Marketing
  • Multicultural Marketing
  • Digital Campaign
  • Digital Promo & Activation
  • Content Marketing Campaign

Summary:

Slovakia is a Catholic country, full of dogma, hate, intolerance towards the LGBTI community – and a lack of understanding for same-sex couples and their right to love. Even our Dictionary of Contemporary Slovak Language says that love is the affection of one sex for the other. However, the ABSOLUT brand believes that everyone deserves love, regardless of gender or sexual orientation.

So we came up with an online challenge(Definition of love) on Valentine's day to initiate...

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