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In November 1981, a spirits importer called Carillon did something that, at first blush, seemed ordinary: It bought a half-page ad in a magazine. Carillon held the U.S. distribution rights for Absolut, a Swedish vodka that few people had heard of.
The ad itself was novel. It featured the clear glass bottle and only two words of copy: Absolute Temptation. Liquor ads rarely took such a minimalistic approach, but what made the ad groundbreaking wasn’t what it was, but where: Page 5 of The Advocate, a publication for lesbians and gay men.
Today,
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