While some brands create collections with the Pride flag, others go a step further and create campaigns that truly celebrate the LGBTQ+ community. Given the duration of Pride Month, we will look back at five campaigns that really showed their rainbow colours.
They represent a special moment in which brands have used their voice and influence to encourage positive change in society and highlight the importance of equal rights for all.
Home is a place where you need to feel welcome
Research shows that approximately two-thirds of the younger LGBTQ+ population do not feel fully accepted because of their sexual orientation or gender identity within their own home.
IKEA has been known for their creative solutions that leave a strong impact on the public, and they recently launched the “Acceptance Starts at Home” campaign with the aim of creating more compassionate and inclusive homes and communities for the LGBTQ+ population.
The visuals show elements that stand out with their colour and design, and they truly symbolise members of the LGBTQ+ community who feel undesirable and different in their home. In addition, the lack of colours symbolises a lack of tolerance, love and support in the family towards LGBTQ+ members.
Through seven steps, IKEA explains how to be a good ally and create an environment where LGBTQ+ people can feel safe, welcome and free. The steps encourage the public to learn inclusive language, use pronouns correctly, and not misuse LGBTQ+ names in an offensive way. Through friendly questions, IKEA wants to open up space for deeper conversations about the sexual orientation of others.
The campaign not only promotes the acceptance and empowerment of diversity, but also educates the general public about the challenges faced by LGBTQ+ people. With its innovative solution, IKEA has certainly raised awareness of the importance of equal rights for all.
Some families you are born into, some you get to create yourself
Last year, H&M unveiled the My Chosen Family campaign – three stories of LGBTQIA+ families choosing each other.
The first family, The Dreamers, does not attach importance to traditional family roles, but recognizes the different personalities that define each member. Another family, The Angels, believes that their chosen family is angel-like: gentle and understanding. For them, the term chosen family describes people who accept you for who you are and around whom you feel safe. A third family, Lola & Los Javis, described how LGBTQ+ people have a hard time growing up because they often feel lonely and unaccepted by society. However, with chosen families, fears, insecurities and sadness disappear.
“Inclusion and diversity are about who we are and who we want to be, and are deeply rooted in our values. To stay more relevant to both our clients and colleagues, we need to understand and truly embrace different perspectives. A truly inclusive environment will lead to better solutions, better decisions and better results,” said Ann-Charlotte Berglind, Global Head of Human Resources at H&M.
Only one rainbow matters during Pride Month
In the last few years, Skittles has been temporarily “giving up” its brand identity – rainbow, and, instead, placing a series of grey candies with the slogan “only one rainbow matters during Pride”.
This year, five artists created five special packages of Skittles candies that feature rainbow colour illustrations. Through limited edition packaging, the illustrators show how they perceive the LGBTQ+ community and Pride Month. Each artist wants to increase visibility with their style, help others feel seen and highlight the importance of LGBTQ+ rights.
Each package has a QR code that leads to the official Skittles page, where you can listen to artists highlighting the importance of LGBTQ+ art to the world.
Traditionally, for each package sold, the brand donates one dollar to GLAAD, which was founded in protest against defamatory reporting about the LGBTQ+ community.
Absolut has a taste for equality
For over 40 years, Absolut Vodka has been demonstrating its support and commitment to LGBTQ+ rights in a variety of ways. This year, the brand has decided to support the Sidney WorldPride 2023 global event.
To mark the occasion, they created a limited edition of their popular rainbow bottle inspired by the work of Gilbert Baker – the artist who created the Pride Flag. WorldPride is organized every year in a different city to celebrate the LGBT+ community and promote equality, human rights and acceptance of diversity. A variety of activities are held each year, such as pride parades, concerts, exhibitions, conferences, and parties.
In addition to this year’s collaboration, in 2022 Absolut Vodka presented the Out & Open initiative which celebrates LGBTQ+ bars and restaurants and wants to help them develop despite their constant closures. Through audio-visual series, stories and experiences of members of the LGBTQ+ community are highlighted right within the walls of these bars. For them, these are not just places to drink cocktails, but a space where they can be free and accepted, and they consider them hubs for activism and fundraising.
All the activities and approaches that Absolut Vodka has adopted have resulted in it becoming recognizable within the pride community. Their consistent support, authenticity, and inclusivity have created a sense of belonging and love for the brand among LGBTQ+ consumers.
To be masculine is to be caring
When you think of whiskey, do you imagine a bearded man drinking his favourite drink and smoking a cigar? J&B Whiskey has boldly abandoned this way of thinking and created an all-new, innovative, advertisement that invites families to embrace their transgender members.
Their ad, called She, a J&B Tale, made in 2022, begins with an elderly man drinking whiskey. However, over time, we discover that this man is secretly learning to do makeup in the bathroom. As time passes, his makeup collection grows and his makeup technique improves. The entire film suggests that the man reveals himself as a transgender person, but at the end of the story, the whole narrative changes.
His grandson Alvaro joins the family lunch, taking him to the bathroom and using his newly learned make-up tricks. Then, a grandfather and his granddaughter Ana sit at the table. After a moment of silence, everyone happily accepts Ana’s new look.
“We want everyone to feel free to celebrate the holidays, giving visibility to the reality faced by thousands of people, including the LGBTIQ+ collective, who are looking for a safe place where they can openly show up. But also for families, who often suffer from the absence of those loved ones who, due to their gender identification or sexual preference, are not present at parties — explained Úrsula Mejía-Melgar, Marketing Director for Diageo.
Whether it is iconic advertising, support for legislation, or innovative product design, these campaigns have worked tirelessly to bridge the gap and create a world where everyone can be accepted for who they are. Through their campaigns, we see the power of creativity, passion and activism in bringing about positive change.
