Video: Gay Pride Campaign (Adler Chomsky)
Especially in these tense times, many advertisers and brands are walking a tightrope in an attempt to show solidarity with the LGBTQ+ community without offending the feelings of their more conservative consumers. They know that a wrong move can lead to a massive scandal and backlash, and undermine the value of the brand, but on the other hand, the growing demand for brands to demonstrate social responsibility and take a stand does not allow them to completely ignore the issue. Therefore, in recent years, many brands have chosen to focus on creating heartwarming ads showcasing their support for the LGBTQ+ Pride movement through engaging storytelling techniques.
But not all Pride campaigns are created equal. In 2021, Duncan Donuts faced a backlash after releasing a limited edition "Pride Doughnut" with rainbow-colored candies. Many people claimed that the campaign was a failed exploitation of Pride Month events for commercial purposes.
On the political front, in 2019, Moshe Feiglin, then a candidate for the Knesset, chose to add a print of the Pride flag to his posters in an attempt to win over gay voters, but many saw it as an attempt to reap political gain from Pride Month.
So how do you launch a Pride Month campaign that expresses authentic support for the gay community and is well received by the conservative public? Here are some companies that did it right.
Special bottle for Pride Day
Absolut Vodka has been a strong supporter of the LGBTQ+ community for many years with campaigns to remind us that true love knows no bounds. Every year during Pride Month, the company releases an iconic series of bottles with a rainbow flag print, which have become a collector's item. At the same time, the company has made significant strides in promoting advocacy for the gay community.
A cola that is actually a fanta
The Coca-Cola Company is also known as a strong supporter of the gay community. Four years ago, she released a limited edition of cans in Brazil that contained panta instead of coke, as a twist on the Brazilian phrase "this cola is actually panta", which is used as a derogatory expression for gay men.
Family solidarity for those coming out
More from the soft drink giant, an ad for Sprite from 2020 shows family tolerance for coming out and ends with a moving slogan: "Pride is what you feel when someone you love chooses to be free."
And what happens in the employer branding sector
Levi's was the first major company to provide comprehensive health benefits to employees who wish to change their gender. In addition, the company has extended paid maternity leave for employees, regardless of gender.
Global telecommunications giant T-Mobile also joined the celebration and marketed the "#UnlimitedPride" campaign. In it, she introduced LGBTQ employees who shared their stories and experiences and showcased the importance the company sees in LGBTQ+ diversity and inclusion.
Israeli pride - literally
Here in Israel, too, dozens of brands wear the colors of the Pride flag every year and launch products in special editions ahead of the month that has become a holiday.
AutoTel on the occasion of Pride Month (Photo: Tzahla Katz, GoTo Global)
SodaStream case for Pride month Terra device Illustrated bottle and special markers Price 299 NIS (Photo: courtesy of SodaStream)
Wolt for Pride Month (Photo: PR)
Holmes Place Group Pride Month (Photo: Courtesy of Holmes Place)
At the end of the day, Pride Month is a time to celebrate the values of openness and acceptance, regardless of sexual orientation or gender identity. Brands that share these values have found it to be a powerful way to connect with their target audience, whether LGBTQ or LGBT-friendly.
Marketing campaigns targeting this segment of the population should reflect diversity and inclusion without being seduced by stereotypes, while staying true to their core values. While some brands try to balance these tensions more successfully than others, a head-on collision is likely inevitable. Nevertheless, all of us, regardless of race, gender or religion, should remember the importance of tolerance, solidarity and unity and the value of every human being, not just during Pride Month but every day.
- Marketing & Digital
- Pride Month
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