A proud display

Absolut vodka display, BC Liquor Store, Cambie Street, Vancouver, BC

Absolut vodka display, BC Liquor Store, Cambie Street, Vancouver, BC (Detail)

Last week was the big Pride celebration in Vancouver. Parties, events, concerts, and a couple of parades. Absolut vodka has been a support of Pride and the accompanying human rights issues for many years. So it is not surprising that the brand came out, so to speak, with a limited edition bottle in the colours of the rainbow flag.

While supporters of Pride would undoubtedly make the connection, Absolut was not overt about the events that the new bottle was commemorating.

So is this a cop out? Should Absolut been more overt about the events and issues that it was attempting to capitalize on? Some would likely say so.