Allied Domecq, Cool Girl Seeks Ex-Tomboy


This campaign was an early example of gay-specific marketing by an alcohol brand.

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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User Comments
Z. B.
I think that it's a good advert. The thing I dislike about it is not the portrayal of gay women but its product--I dislike alcohol marketing and this shows alcohol in a too positive light.

Audrey Gilles
I like the concept, it's definitely playful. It's close, but the butch is not really all that 'cool'. Of the three, she's the weakest in casting/styling for what I think they are trying to pull off. It's a good effort for the mood if one was tying to tie one on, in more than one way!