Digital Marketing

This week we are digging into Pride Month and taking a look at the best brand campaigns highlighting the LGBTQ+ community. According to Nielsen, 11M US Adults identify as LGBTQ+, which is an increase of nearly 5% since 2017. As a result, brands are working to engage LGBTQ+ customer segments and the $69.4B annually they spend on consumer packaged goods.

However, Pride marketing campaigns are not just for the LGBTQ+ community, but also for allies. LGBTQ+ allies make up $143.9B in CPG spending and have an affinity for brands that are inclusive in their messaging and culture.

With Pride month concluding, Recreation has picked out 3 of the most eye-catching campaigns or ads to celebrate Pride month. The list is not in any hierarchy or order, all 3 were amazing.

Microsoft has stepped up its efforts to appeal to LGBT+ minority groups and promote itself as a progressive company compared to previous years. In the video ad, Microsoft speaks on the LGBTQ+ community using their voices to unite and embrace being different. Artists explain their artistic background and what inspires them when expressing themselves and telling their stories. On top of the original video, Microsoft’s actions and products also celebrate Pride month. Microsoft is donating $170,000 to LGBT+ non-profits OutRight Action International, African Rainbow Family, National Center for Transgender Equality, Mermaids, Lavender Rights Project, and Fulcrum UA. Also, for XBOX, profile items, controllers, and even in-game themes are tied into Pride Month.

LEGO, a favorite toy maker of children and hobbyists alike, has also joined with its latest inclusive project, The A-Z of Awesome, through which the company hopes to make conversations and vocabulary about LGBTQ identities more accessible. The toy sets are created by members & artists of the LGBTQIA+ community, expressing their backgrounds and experiences, like a butterfly-themed art piece for the trans community and a multi-perspective letter “Q” to honor the diversity of the queer community. The A-Z of Awesome is LEGO’s latest campaign celebrating Pride month. The first Pride set, called “Everyone is Awesome,” included various monochrome figures in the Pride flag colors, with the intent that people could customize and build whatever kind of LEGO figures they wanted.

The Skittles brand is reintroducing Pride Packs to support Pride Month in June. For the second year, Skittles is releasing limited-edition packs featuring gray packaging and candies to draw attention to the rainbow symbolizing the LGBTQ+ community. The all-gray Skittles pack for Pride Month will instead feature work by Kah Yangni, MegEmigoArt, Mia Saine, Chi, and Ash + Chess. The brand also partners with GLAAD, the world’s leading LGBTQ+ media advocacy group. There are so many reasons to love this campaign, but the first point to mention is the corporate responsibility shown by the Skittles brand. For every Pride pack of Skittles purchased, $1 goes directly to GLAAD. This campaign shows that Skittles has a genuine passion for supporting LGBTQ+ rights and isn’t just doing it for the spotlight.  

Check it out here: https://pride.skittles.com/

Whether or not a brand’s Pride campaign will be a success comes down to a few critical factors: authenticity, commitment, and selflessness. When it comes to marketing, storytelling is vital as it helps consumers to further connect with your brand. It also takes people on a journey and allows them to understand different perspectives. Overall, a great Pride Month full of a lot of compelling campaigns & ads.