Comments on: Uncategorized: A Life or a Lifestyle? http://thenewgay.net/2008/12/life-or-lifestyle.html For Everyone Over the Rainbow Fri, 25 May 2012 01:14:58 +0000 hourly 1 http://wordpress.org/?v=3.1.3 By: Merge Gay Marketing http://thenewgay.net/2008/12/life-or-lifestyle.html#comment-8609 Merge Gay Marketing Thu, 01 Jan 2009 00:07:00 +0000 http://tngmichael.wordpress.com/2008/12/30/a-life-or-a-lifestyle-2/#comment-8609 Thank you for thoughts. We at MergeMedia Group helped Coors restart a conversation with the LGBT community five years ago. Coors wanted to let our gay brothers and sisters know that the company was completely supportive of all people. We accomplished this an by visually depicting same-sex people in a variety of fun and aspirational situations. (Most of us, after all, don't drink beer in "serious" situations like the office.) That, as you'll probably agree, is not unlike straight or Hispanic or African American advertising creative. Our subjects are simply gay.<br/><br/>All of the models used in the ads are gay. The photographer is gay. The ads scored very high in media readership and favorable brand recall. And Coors <br/><br/>Bigger picture, it's important that we're all unified in our drive to encourage American marketers to devote a proportional amount of their budgets toward the gay & lesbian consumer. We are almost 10% of the population, and studies show we're MORE than 10% of the US purchasing power. You can critique creative executions all day long -- but maybe a better place to focus would be which brands are actually funding gay-specific advertising at all. Thank you for thoughts. We at MergeMedia Group helped Coors restart a conversation with the LGBT community five years ago. Coors wanted to let our gay brothers and sisters know that the company was completely supportive of all people. We accomplished this an by visually depicting same-sex people in a variety of fun and aspirational situations. (Most of us, after all, don't drink beer in "serious" situations like the office.) That, as you'll probably agree, is not unlike straight or Hispanic or African American advertising creative. Our subjects are simply gay.

All of the models used in the ads are gay. The photographer is gay. The ads scored very high in media readership and favorable brand recall. And Coors

Bigger picture, it's important that we're all unified in our drive to encourage American marketers to devote a proportional amount of their budgets toward the gay & lesbian consumer. We are almost 10% of the population, and studies show we're MORE than 10% of the US purchasing power. You can critique creative executions all day long — but maybe a better place to focus would be which brands are actually funding gay-specific advertising at all.

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