Over the years, more and more brands have partaken in the celebration of Pride Month; so much so that it brought to life the concept of rainbow capitalism. It’s where brands are basically labeled as bandwagoners that take advantage of marginalized communities to drive their profits. Being a sensitive topic with such an extensive history, coming up with a marketing campaign that encapsulates the essence of pride and what it stands for is definitely a challenge. In this article we’ve compiled a list of the best, most inspiring marketing campaigns that have truly waved the pride flag. 🏳️🌈
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One of the biggest associations with the candy company is its famous slogan, “Taste the Rainbow.” Its products and packaging rainbow-coloured to begin with, Skittles showed its support for Pride Month by differentiating itself among a sea of rainbow-themed company logos, releasing colourless candy packs. The sentiments behind its action is stated in a letter; expressing “During Pride only one rainbow matters, so we’ve given up ours to show support.” Skittles also pledged the proceeds of the colourless candy pack sales to charity.
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“Labels are for bottles” was the messaging behind Smirnoff’s We’re Open campaign back in 2017, pushing for the fight against gender discrimination in the nightlife industry. Partnering with LGBTQIA+ icons, LGBTQIA+ artists, and the LGBT Foundation, Smirnoff sought to pave the way to a safe and welcoming nightlife to everyone across all gender spectrums.
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H&M brought to light the stories and experiences of people in the LGBTQIA+community, all embedded in its scanning app, Beyond the Rainbow. People could simply scan any pride flag with the app to listen to featured LGBTQIA+members. The element of storytelling livened silenced stories and raised awareness to the advocacies of Pride Month.
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Through a global pride product line released several months before June, the Brazilian brand was clear in its message: the celebration of pride shouldn’t be bounded within the confines of a one-month event. Havaianas also donated 7% of the pride product line proceeds to the NGO All Out, whose cause is to fight discrimination against LGBTQIA+ individuals and communities. Tying up with LGBTQIA+ NGOs is a great way to strengthen your campaign and show your understanding of what Pride Month is really about.
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The Sims tackled the experiences of LGBTQIA+ community members worldwide in its ‘Pride Makes The Sims! campaign. It focused on how the game was able to provide a safe space to the Pride community—truly simulating an equal world that knows no genders and stereotypes.
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Lego’s Everyone is Awesome campaign features a pride-themed buildable display set. It comprises 11 different mini figures that are rainbow-coloured and individually styled. According to Matthew Ashton, the vice president and set designer, the model is meant to promote diversity and inclusivity. Through the 346-pieced lego set, the company delivered a strong, clear message: Everyone is awesome no matter what!
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Levi’s first pride collection ever launched back in 2014. With a goal to celebrate individualities and promote inclusivity, the brand came out with customizable, genderless, rainbow-inspired pieces produced in favorable countries to the LGBTQIA+ like Mexico and Vietnam. The pride collection became a yearly tradition to Levi’s, as well as donating 100% of the proceeds to LGBTQIA+ organizations and communities.
Pride Month commemorates what the Stonewall Riots—the protests that forever changed gay rights— signified. It’s about love, equality, acceptance, and the continuous movement to wipe out discrimination and violence driven by homophobia. It’s important that we remember these when thinking of ways to express our allyship and the true spirit of Pride. ♥️🧡💛💚💙💜