In 2008, Gilbert Baker, the creator of the rainbow pride flag, collaborated with Absolut to create the limited edition Colours bottle. The collaboration was an extension of Absolut already close relationship with the LGBT community, which began as the brand was one of the few large companies in the 80s that would advertise in the pages of LGBT-targeted magazines.
Over the years, Absolut has always been been entwined with the LGBT community, supporting the rights movement through its iconic advertisements, through limited editions including Colours and No Labels, and even sponsoring a TV show featuring the drag star Rupaul.
When Absolut first began working with the LGBT community, it was far less accepted than it is now. The right movement and general acceptance has come a long way in the past 30 years, however, it still has a long way to go.
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