To avid readers, it probably seems like Absolut’s iconic imagery has been gracing the back pages of U.S. glossies forever. In actual fact, the Swedish spirit company’s squat-necked bottle has only been starring in print ads since its aptly-titled introduction in 1981, Absolut Perfection.

That campaign did more than bring the brand to the American masses; it also acquainted Absolut with the gay and lesbian community, with ads appearing in The Advocate, Out and other such publications right from the start.

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