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Article

Brands celebrate Pride month

03rd Jul 2018

Talking about localisation…
According to a recent survey conducted by UM London and Grindr, 66% of the app’s users felt that the LGBTQ+ community weren’t featured enough in UK marketing campaigns.

Additionally, the same study also found that 49% of respondents would be more willing to buy from a brand which featured the LGBTQ+ community. This month sees LGBTQ+ people all over the world celebrating LGBTQ+ rights and remembering the Stonewall Riots of ’69. Creative Culture takes a closer look at some of the brands joining in on the celebration.

Stolichnaya Vodka

Stolichnaya, or ‘Stoli’, has historically been a proud supporter of LGBTQ+ rights. To celebrate Pride this year, the brand released a limited-edition version of their bottle which features a picture of Harvey Milk – a famous gay rights activist and official who was assassinated in 1978. Producing 50,000 of these bottles, the brand has also committed to donating to the Harvey Milk Foundation – a charity which promotes equality and inclusion of the LGBTQ+ community.

2177 ST PKG Harvey Milk 1L Bottle JG C1 1

Twitch

Historically, the gaming community has been considered to be anti-LGBTQ+. Twitch – a platform that focuses on video game streaming– is taking steps to change that. In an effort to promote this community on its platform, Twitch is featuring a different LGBTQ+ live-streamer on their homepage every day, as well as live streaming the San Francisco Pride Parade. The brand is also supporting the ‘It Gets Better’ campaign, which seeks to ‘uplift, empower and connect’ the LGBTQ+ audience around the globe.

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H&M

Launched on May 31st, H&M has produced a whole new Pride-inspired collection, which will be sold across the US. The collection features a variety of clothes such as T-shirts, sweatshirts, socks and jeans with rainbows, pastel colours and words like equality, pride and love. Ten percent of the proceeds will be donated to the United Nations Human Rights Office’s ‘Free and Equal’ campaign.

hm pride out loud edited

By Edward LeBoutillier

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