In honor of Gay Pride Month, the famous vodka company has created a line of pride-celebrating bottles entitled 'Absolut Mix.'
The bottles are limited-edition and were designed by a collaboration between "stylists, writers, fashion designers and artists." The result is a series of bottles that use the classic pride rainbow to design creative and playful bottles that aim to celebrate the beauty and diversity within the LGBT community. The company will auction off the Absolut Mix line at the end of the month in an event that will also be celebrating Pride Weekend. The proceeds of the limited-edition bottles will go towards the LGBT charity 'Stonewall.'
By using art to celebrate the triumphs of the LGBT community and encourage pride, Absolut manages to deploy a popular marketing technique to promote an important social cause.