When marketers’ imagination is vivid, budgets are solid and passion for discovery is strong, content marketing pieces may turn out extraordinary, which is the case with the latest project by Pernod Ricard-owned whiskey brand Ballantine’s. No cliche’d images of successful guys in suits with pricey watches, no dancing-all-night glamourous ladies and other triviality associated with ‘elite alcohol’—the brand’s team has gone far beyond that with their communication platform «Stay True.»

Absolut Vodka is reviving its famous ‘Colours’ limited edition in the UK, first launched in 2009 to support the VIII Gay Games in Cologne. The bottle features the colours of the gay pride flag designed by San Francisco-based artist Gilbert Baker in 1977 and reflects the brand’s long-standing commitment to support human rights, equality and artistic expression.