Absolut Colors of “coming out”
Sometimes you have to be a bit drunk to be sincere, to say what you really think or to unveil something about yourself that, when sober, you’ll never dare confessing. After this short preface, you will probably understand why I can’t help smiling looking at the new Absolut Colors website that celebrates the rainbow flag and invites users to come out online and share their story on the site itself.
Actually Absolut Colors project is very serious (and this is why I don’t fully understand/appreciate the coming out feature on the site) and aims at raising money to support Aids charity associations by selling a limited edition bottle that reminds of the rainbow bottle.
So it’s good to see Absolut supporting gay & lesbian rights as well as AIDS prevention however, from a purely marketing perspective, I don’t like the fact they have forced a space for user generated content on the site. Which, by the way, at the moment looks still pretty empty.