Australia is currently in the middle of a vote to gauge public opinion on the same-sex marriage debate.
This vote is a hugely controversial move by the current Australian government for a number of reasons.
Firstly, this vote comes at a cost of around $158 million to the people of Australia even though previous public polls have already been taken and showcased the majority vote to be YES, revealing the huge amount of support for marriage equality across the country.
In addition to this, participation is voluntary and not legally-binding, meaning it won’t actually change any existing laws around same sex marriage. It is purely a poll take to gauge the nation’s perspective on the topic.
Which is why brands in the Australian market, even direct competitors, are working together despite their differences to speak up and take action, encouraging the Australian people to make an impact on the course of history and have their voices heard.
As such, spirits brand SKYY Vodka has teamed up with direct competitor Absolut, uniting in a one-off act on social media to voice their shared support for marriage equality.
With the voting polls closing November 7, these two competing brands made a call to action to the people of Australia. The campaign, created by TBWA\Sydney and Eleven will run through the election.
- SKYY Vodka Facebook post here
- Absolut Vodka Facebook post here
SKYY Vodka was born in San Francisco, a melting pot of innovation, open-mindedness and inclusion, and has embraced this heritage by celebrating diversity. After supporting the marriage equality movement in the US, the brand challenged the status quo in Australia with the launch of #CheerstoEquality in March 2017, a campaign that gave millennials the opportunity to have their voices heard and truly make a difference.
This latest post is part of ongoing work from SKYY Vodka to support marriage equality in Australia, and the brand’s continued efforts to challenge social issues and speaking up for its core brand values.