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Bacardi - Tom, Dick & Harry By Day

Company: Bacardi Ltd.
    View Company Scorecard | Contact Company
Brand: Bacardi
Ad Title: Tom, Dick & Harry By Day
Business Category: Alcoholic Beverages
Media Outlets: Print
Country: United States
Region: North America
Agency: Avrett Free & Ginsberg
Year: 2000
Target: Gays
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Present in gay media periodically (The Advocate)since August 1995, Bacardi pushed the envelope with this campaign that hit OUT magazine as variation on television for C1TV. This print ad is one of few to make a matter-of-fact use of a transgender person, rather than using them as the butt of a joke or "surprise" ending, and also includes people of color.

The company's Disaronno Originale brand had an intriguing Canadian gay themed commercial in 1998 and also entered gay media in June 1999 with an ad showing a lesbian embrace.

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Andrea James , Los Angeles, CA
Always nice to see mainstream brands doing stuff that’s acceptable.

Marcella , Victoria, BC, Canada
Very unique and perhaps the only ad in North America to feature TGs of color.

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