They've been doing this for quite some time. From the Absolut page on the wikipedia:     Gay-themed advertising    Absolut was one of the first consumer brands to openly embrace the gay community and view its members as important and desirable consumers of its product. Its ads have appeared in  gay  media since 1981, and the company has long sponsored major gay events, including the 2000 fall line of  Tom of Finland  clothing. In one such ad, a film lupe and film canisters are stacked to form the distinctive shape of the Absolut bottle. The canisters are labeled with the titles of gay films, including  Stonewall ,  Boys Life ,  Nitrate Kisses ,  Show Me Love , and others. The caption reads Absolut Achievement. The ad appeared in gay film festivals sponsored by the brand. Absolut Vodka has also been the official corporate sponsor of the  GLAAD Media Awards  for many years. [1]