Celebrating Pride Month with Genuine Marketing: Lessons from Skittles, Absolut Vodka, and Adidas
As we welcome Pride Month, it’s important to consider how brands authentically celebrate and support the 2SLGBTQ+ community. At Studio25, we believe that marketing strategies should be genuine and harmoniously integrated into a brand's core values. This philosophy aligns with insights from a recent article "New 2SLGBTQ+ Marketing Survey Points to the Brand Actions that Will Minimize 'Rainbow Washing' for Pride." The article highlights the community's desire for authentic allyship that extends beyond token gestures or “rainbow washing”. Let's explore what genuine marketing looks like and spotlight brands that showcase this approach.
Understanding Genuine Marketing in the Context of Pride
Genuine marketing transcends temporary gestures and embodies a deep, consistent commitment to the 2SLGBTQ+ community. Key elements of genuine marketing include:
Continuous Support: Demonstrating support throughout the year, not just during Pride Month.
Active Listening: Understanding and addressing the specific needs and concerns of the 2SLGBTQ+ community.
Systemic Changes: Implementing internal policies and practices that reflect true allyship.
Facing Discomfort: Standing with the community even when it may attract backlash.
The Risks of Rainbow Washing
"Rainbow washing" refers to superficial support during Pride Month that lacks genuine commitment. Common pride washing tactics include:
Changing logos to rainbow colors only in June.
Launching limited-time Pride-themed products without real engagement or support for the community.
Using inclusive language in marketing without backing it up with inclusive practices.
These tactics can erode trust and alienate the 2SLGBTQ+ community, as they see through insincere efforts that do not translate into real support.
Exemplary Brands and Their Thoughtful Marketing Campaigns
Skittles
In previous years, Skittles took a unique approach by removing their signature rainbow colors from their packaging during Pride Month to emphasize the importance of the rainbow flag. However, in 2024 Skittles introduced a community focused campaign aligned with long-time partner, GLAAD, and has committed to donating $1 from each pride pack purchase to GLAAD this June. The candy giant has also sponsored LGBTQ+ community groups across the United States, “helping colours shine”.
Absolut Vodka
Absolut Vodka has a longstanding history of supporting the 2SLGBTQ+ community. In 1981, Absolut became the first brand to advertise in LGBTQ+ magazines such as The Interview and The Advocate, during a time when such collaborations were still controversial. Throughout the 1980s, Absolut worked with iconic artists like Andy Warhol, Keith Haring, and David LaChapelle, and began collaborating with GLAAD in 1989. Over the years, Absolut has launched numerous campaigns globally, such as Absolut Colors to promote gender equality and equal rights, the No Labels bottle celebrating a world without labels, and recent campaigns like Kiss With Pride and Absolut Love. This legacy reflects Absolut's core belief in striving for a colorful, diverse, and equal world.
Adidas
Adidas demonstrates their genuine commitment to the 2SLGBTQ+ community by promoting allyship in sports. Their Pride campaigns feature candid stories from athletes and partners, fostering a space where everyone feels embraced for who they are. The Adidas Pride collection, with its bold, exciting designs and the powerful message of "Love Unites," celebrates the community and pushes for inclusion. Adidas partners with organizations like Athlete Ally and Stonewall UK, which work tirelessly to create impactful change and end homophobia and transphobia in sports.
Create Genuine Efforts, Build Lasting Trust
To create authentic and supportive marketing campaigns, brands should consider the following:
Engage Year-Round: Support the 2SLGBTQ+ community consistently throughout the year.
Reflect Inclusivity Internally: Ensure that internal policies, culture, and practices align with your external messages of support.
Collaborate with Influencers and Organizations: Partner with 2SLGBTQ+ influencers and advocacy groups to amplify your impact.
Stand by the Community: Be prepared to face backlash and discomfort as part of genuine ally-ship.
Genuine marketing during Pride Month requires a sustained commitment to the values and needs of the 2SLGBTQ+ community. Brands like Skittles, Absolut Vodka, and Adidas demonstrate how thoughtful, authentic campaigns can resonate positively with customers and build lasting trust.
We’d love to hear your thoughts and examples of genuine Pride campaigns. If your brand is looking to create authentic and supportive marketing strategies, contact Studio25 today. Let's work together to make your marketing not just a message, but a true reflection of your values.