Vin & Sprit has unveiled a promotional push for its Absolut vodka brand that specifically targets the gay community in the US.

The company said yesterday (7 April) that as part of its 'An Absolut World' campaign, it "visually answers the questions: 'What if everything in the world were approached with the same ideals that Absolut approaches vodka?'"

The campaign, which aims to "challenge the status quo by presenting a bold and optimistic worldview" includes two print ad executions, entitled 'Ruler' and 'Stadium', which cover themes such as gay marriage, the company said.

Absolut spokesperson Jeffrey Moran said: "As a long-time supporter of the gay and lesbian community, we acknowledge that you can't simply speak to gay men and lesbians as consumers, but instead need to make real connections to their lives which we believe we are achieving with our new creative executions. As a company, we respect gay men and lesbians not simply in advertising messages, but behind the scenes as well. We're not gay-washing here."

John Nash, president of Moon City, the agency responsible for the execution of the new adverts, added: "Gay men and women have long felt connected to the artistic legacy of the brand and these new ads leverage that connection by making the brand relevant in a smart, personal way for gay men and lesbians today."

The gay-specific Absolut advertisements will be shown across local and national lesbian, gay, bisexual and transgender media in the US.

Pernod Ricard recently won the auction for V&S beating Fortune Brands to the Absolut vodka trademark. The French company secured the acquisition from the Swedish government for a total enterprise value of EUR5.63bn (US$8.88bn), including net debt of EUR346m as of the end of last year.