Promote Absolut Vodka’s support of the LGBTQIA+ community, by selling their ‘Rainbow Pride Bottle’ in the same vein as Mardi Gras.
The idea that love and identity is fluid, is gaining global recognition.
Love is a free flowing, fluid force.
It has no boundaries, or binaries. Love, like a liquid, can seep through the cracks in the surface (or in deeply entrenched systematic beliefs and specifically, the gender binary)
Millenials are strongly motivated by opinions and feelings. "They will want to behave a certain way if their emotions are triggered".
(Chip & Dan Heath, 2010)
The concept of ‘Liquid courage’ is a world-wide tool used to push past fears of rejection
(Kuntsche, et al 2009).