WHERE SUCCESSFUL ADVERTISING MEETS LGBT EQUALITY

Bacardi Ltd., Tom, Dick & Harry By Day

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2000 Print Report A Problem

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.

Company
Bacardi Ltd.
Brand
Bacardi
Industry
Alcoholic Beverages
Media Outlet
Print
Country
United States
Region
North America
Agency
Avrett Free & Ginsberg
AdRespect Themes
User Comments
Andrea James
Always nice to see mainstream brands doing stuff that’s acceptable.

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

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