The SKYY is the limit

Since its inception in 1992, SKYY has been a staunch supporter of causes important to LGBT communities across the country. The first ad targeted at gays I found dates from 1995: Just Out.

They were the first big brand to show a lesbian couple in an ad, and one of the very first brands to use the theme “gay marriage” – as early as 2002! Their campaign gave a modern twist to an old-fashioned marriage proposal. At the bottom of the cocktail is an enormous diamond ring. Though the visual still shows a glamorous male ideal of lesbians in high heels and bright red lipstick, these women are not interacting in the presence of men as many other such pairings do. This ad has appeared in mainstream art/fashion titles Interview and Paper as well as the gay OUT magazine.

Read my blog for Marketing the Rainbow.

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