Christina Furlong – MSc. Design Innovation in Food
The month of June is pride month, a month for celebrating diversity and the LGBT+ community through parties and events across the globe. While there will be a huge amount of celebrations happening, there will also be a focus on fighting stigma and discrimination against members of the LGBT+ community. Many food and drink brands have been at the forefront of LGBT+ pride marketing campaigns, with packaging featuring the rainbow pride flag or subtle nods to inclusivity and diversity. In fact, a recent survey suggests that LGBT+ people are more likely than the average shopper to act after seeing an ad but many still feel under-represented.
Absolut Vodka were one of the first consumer brands to embrace the LGBT+ movement (long before it was mainstream to do so) and were the first spirits bottle to wear the pride rainbow flag. The special bottle design was created in collaboration with the original flag designer, Gilbert Baker. The brands continued commitment saw them create a poster campaign in the UK last year highlighting how same-sex activity remains illegal in 72 countries. Other spirit brands have taken up the mantle now, however, Absolut should be acknowledged for their long-term commitment.
Activism in the food industry is by no means limited to alcoholic beverages. Ben & Jerry’s is a brand well-known for their creative activism. Last year the brand protested Australia’s same-sex marriage laws by banning same-scoop servings in the country’s 26 outlets. They also placed rainbow post boxes in their outlets, allowing customers to send letters to their government representatives, which they promised to personally deliver.
Another interesting idea comes from Skittles. For the past 2 years, Skittles have given up their signature rainbow for a white product as “During Pride, only one rainbow matters. So we’ve given up ours to show support.” The products were sold exclusively in Tesco UK with profits going to LGBT+ charities. The special edition product shows how there is more to pride branding than rainbow-washing. Campaigns like these are particularly likely to appeal to millennials with 53% of millennials describing themselves as open-minded.
With the number of brands involved in pride increasing year on year there is a risk of appearing superficial or indistinct. Below are some of our favourite tips on LGBT+ friendly branding:
• Be a brand that is genuinely inclusive by having and supporting a diverse workplace that champions equality.
• While rainbow flags are a step in the right direction, they are not enough on their own anymore. LGBT+ consumers are looking for concrete action. Consider hosting events or experiences with art, music or film. It will create a space for people to connect and have a more long-lasting impact.
• Be LGBT+ friendly all-year round. Celebrating diversity in advertising doesn’t just mean singling out the community through specific marketing campaigns or during certain periods. Feature the community all year round and consider other LGBT+ events
• Put your money where your mouth is and support LGBT+ causes to show the sincerity of messaging.
