This book is part of a bigger project, with the overall aim of showing Absolut's support for the right of all people's rights to be equal, regardless of sexual preference.

Collaborate with the designer of the original Pride flag, Gilbert Baker, to create a packaging that cannot be misunderstood. Support the packaging with a stunning cocktail book with wonderful cocktails, arranged by color, not by type.

The campaign ran during the periods of the local Pride festivals. Visibility and number of facings rose dramatically. All product sold out before the campaign period was over. In Sweden, as an example, all Absolut sold during the campaign period was packed in Flag skins. PR coverage was extreme. More that 100 TV channels covered this simple vodka campaign.