For two years the Parade, the most significant and celebratory moment of Pride, couldn’t take place due to Covid-19 restrictions. The LGBTQIA+ community therefore carried on the moment of celebration and interconnection in the only way possible: online and virtually.

Pride and its Parade are the most important moments for the public expression of the community’s values with a strong emotional participation of the community and all its supporters. The parade is the most symbolic and engaging way to express the community’s voice and to proudly manifest values of inclusivity, togetherness and willingness to make the difference.

Absolut’s Media Activation was able to stand out during a powerful and meaningful moment for its audience: Pride. A unique OOH experience was tailored exclusively for Absolut, which was able to directly involve its community. Two FSUs among the ones selected were transformed in Absolut Pride Flag Dispensers. Everybody could collect the Absolut’s Pride Flag and wear it as a statement-mantle during the Parade. The flag had a double benefit: providing people with a strong symbol to proudly wear and carry during the parade, and having more than six thousand active amplifiers of the Mix with Pride message.

In 2022, when social gatherings could be again held in Italy, the Parade needed a majestic comeback. With the Mix with Pride message, Absolut wanted to celebrate people as members of a big community, evolving thanks to their uniqueness. Nothing is more important than mixing and getting people together to share a strong message of inclusivity. Absolut made that crystal clear by proudly showing it in rainbow colors. The media experience revolves around an engaging installation of 2 FSUs along the Pride Parade path: these became Absolut Rainbow Flags Dispensers for people attending the Parade. The flag had a double benefit: providing people with a strong symbol to proudly wear and carry during the parade, and having more than six thousand active amplifiers of the Mix with Pride message. Progressive Connectors are the target: highly social ambitious, open minded and interested in living and sharing new and meaningful moments together.

The brand made sure that everybody could show up at the Parade Absolut(ely) ready to proudly celebrate. The campaign started in April 2022 with the launch of a limited edition Rainbow bottle. The two symbols, the Rainbow Flag and the Iconic Absolut bottle shape, supported each other to convey a very important Inclusivity message. Digital and social activities engaged a growing community throughout the duration of the campaign. The branded OOH activities started in June: in just 3 days, 2 FSUs distributed more than 6000 Absolut Pride Flags, allowing people to attend the parade properly accessorized and wearing the flag as true statement-mantle. For 10 days the Rainbow Bar hosted Absolut(ely) fun events and the Absolut Mixer Parade float took the parade party to the next level.

Half million people took part to the Pride event all over Italy: 300.000 only in Milan, that has always been the most engaged city in northern Italy in organizing events and collecting enthusiasm and participation.

-1.5 million people reached through OOH activations

-More than 178.000 people impacted during the parade and through the Rainbow Bar

-2 FSUs fully wrapped and transformed into flag dispensers for 3 days over 6.000 Absolut flags were handed out and worn during the Parade

-68.000 consumers reached by Absolut's Pride kits dedicated to high energy clubs

-More than 25.000 gadgets handed out

-8 million people reached through an awareness campaign; 2 million reached through Contest Campaign, 37 million impressions, 68k clicks on the website,720k engagement actions on Absolut social media contents

The media campaign and media mix amplified the message of coming together for a common cause and celebrating the moment of the Parade