punk-rock singer decided to fight back by doing
what she could to prevent violent crimes against
women. In 2004, she cofounded Right Rides, a
community-based organization that provides
free nighttime transportation to protect women
from rape and hate crimes in Brooklyn.
The story of how Reid’s activism started
over coffee and transformed into a project she’s
trying to expand nationwide is part of the
provocative documentary “BE REAL: Stories
from Queer America.”
The film has its own web site
( www.stoli.com/bereal) and has been supported by national print and Internet advertising,
promotions and events. Stolichnaya also has
partnered with the gay-rights group Lambda
bian market, says Adam Rosen, the company’s
senior brand manager.
Stolichnaya took the risk that creating positive images of gays and lesbians would create a
“beneficial and unique” relationship with the
GLBT community. The campaign has been
well received in both the GLBT community
and the advertising world, winning the
Association of National Advertisers’ 2006
Multicultural Excellence Award in the gay/les-bian category.
“The movie and the campaign have resonated because they both are culturally relevant,” Rosen says. “They are relevant
because they were done by members of [the
But has the campaign driven sales?
Rosen says yes.
Although he says it’s difficult to
quantify, Rosen says Stolichnaya has
seen growth in awareness, sampling
and purchasing in gay-and-lesbian-focused accounts where the campaign
has been focused.
Products: Broadband Services,
Internet, Television, Games, Wireless
Target audience: Blacks
Advertising Agency: Burrell
Stolichnaya has seen a rise in sampling and purchasing among GLBT people.
Legal, which has publicized and promoted BE
REAL at more than 25 events nationally.
Locked in a battle with rival vodka producer Absolut, Stolichnaya’s goal was to build
brand awareness and loyalty in the gay and les-
Verizon, No. 1 on the 2006 Top
50, wanted to increase the number of
black consumers who use its products
because blacks represent 28 percent of
Verizon’s customer base and, on average, spend more per month ($186) on
communications and entertainment
products than any other group.
Verizon turned to Burrell
Communications, a black-owned agency,
to create a comprehensive campaign that
was fresh and exciting and that would help
the company build further inroads to the
Burrell, Advertising Age’s 2006
Multicultural Agency of the Year, created the
Realize campaign, which seemed more like a