5 LGBT+ Brand Marketing Campaigns
#PrideMonth is officially here kicking off a summer-long celebration of diversity, acceptance and love. This year, more companies than ever are looking to celebrate the LGBT+ community and boost their visibility, by launching “Pride-themed” collaborations and merchandise.
This year has seen the release of everything, from sneakers to drinks, with Pride-themed packaging. Find five of our favorite LGBT+ brand marketing campaigns below!
The Swedish music streaming service has long advocated the LGBT+ community with social media campaigns, and has continually maintained playlists like ‘Out Now’ and ‘Transcend’, which amplify LGBT+ artists globally. This year, Spotify even added a rainbow coloured volume bar to their desktop app for the month of Pride, which included Pride-themed messages “Loud and Proud” and “Live At Full Volume.”
ASOS has always been a leader in promoting gender-neutral clothing and clothing options for all sizes, ethnicities and identities. This year, its ASOS DESIGN arm has unveiled a 50-piece collection of clothing and accessories, in collaboration with GLAAD. The collection includes shirts, jackets, sweats, bags and accessories. All styles in the collection are available in expanded sizing — including plus sizes — making this a truly inclusive offering.
Absolut has been supporting the LGBT+ community since 1981, when, even as a relatively unknown brand, they ran adverts in LGBT+ magazines. Since then, their consistent support over the years has seen them create numerous LGBT+ based adverts, including the first-ever rainbow-coloured spirits bottle, amongst various other activations. In celebration of Pride Month, the brand wrapped two London buses in a rainbow print and allowed passengers to donate to Stonewall by tapping their smartphones on the back of the seats.
Don’t accuse Converse of jumping on the Pride bandwagon: The footwear brand has long been an outspoken supporter of LGBT+ causes, releasing annual Pride collections, using gay and transgender models in their campaigns, and partnering with activist groups and communities around the world.
This year, proceeds from the Converse Pride Collection will support the brand’s longstanding local and global LGBT+ partners. The collection includes Converse’s iconic high-top Chuck Taylor sneakers, remixed with bold lightning bolts and transgender flag-inspired colors.
This year Maltesers released a 30 second television advert aiming to tackle the inequality of gender representation and intersectionality in advertising. Maltesers partnered with Stonewall to create the advert, which sees a group of friends chatting about dating, with a main character who happens to be a lesbian.