WHERE SUCCESSFUL ADVERTISING MEETS LGBTQ+ EQUALITY



Baileys Irish Cream - He's the One

Company: Diageo
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Brand: Baileys Irish Cream
Ad Title: He's the One
Business Category: Alcoholic Beverages
Media Outlets: Print
Country: United States
Region: North America
Agency: unknown
Year: 2000
Target: Gays
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Bailey's created its first gay-specific ad in 1997, playing on the gay marriage issue in Hawaii, and then returned with this male-couple supportive ad for a drink called "Bailey's Kiss."

Alcohol is by far the most crowded category in gay marketing, with over 40 brands jostling for attention. Perhaps the most consistent presence has been Seagram's Absolut vodka for over 17 years, but Miller Brewing Co. has also had a mixed presence in gay media since the mid-1970s. Somewhat impervious to early fears of criticism from religious conservatives that other marketers worried about, so-called "sin products" such as alcohol also had something no other marketers did before the 1990s – an easily quantifiable marketplace: gay bars. They didn't need to do research to find out how much gays purchased their products, they just looked at their sales.

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Melanie Brierley , Mosman, Australia
This is fantastic! Very gay friendly, and presents a very normalized depiction of a gay couple.
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