Smirnoff continues Pride 2021 with announcement of year-long campaign “Color the Future” to push for LGBTQIA+ equality every day
Looking to the future, Smirnoff is continuing the brands decades of support as an ally in the ongoing fight for equality and equity for the LGBTQIA+ community with the launch of the brand’s new “Color the Future” platform.
“After the last year, the vision for what’s ahead must be more vivid!,” said Jennifer Holiday Hudson, North America Brand Leader, Smirnoff. “We’re looking towards the future with a renewed sense of optimism and purpose for how we show up and meaningfully support the eclectic and diverse LGBTQIA+ community. Smirnoff stands for inclusivity and creating good times, safe spaces, and a wide spectrum of products for everyone.
With the launch of the brand’s new ‘Color the Future’ platform, Smirnoff is looking to spread this message year-round and highlight some of the many colorful stories and personalities at the center of intersectionality, with activities that include:
- Action Not Ads – Community Building Events in Support of Local LGBTQIA+ Communities Throughout Pride Month and Beyond with sponsorships across the country. Smirnoff has committed to hosting multiple “Color the Future” community building events throughout the remainder of the year, where adults (21+) will express their intersectional auras through color while enjoying custom cocktails featuring Smirnoff No. 21 Vodka specially tailored to them, as well as Smirnoff’s newest and most vibrant lineup, Smirnoff Pink Lemonade.
- Continued Commitment in Educating Bar and Restaurant Workers in the trade about the importance of the LGBTQIA+ community to create an inclusive environment for LGBTQIA+ bars which were most-impacted by COVID-19.
- “Color the Future” Limited Edition Cocktail Kits created in collaboration with fellow ally Bubly and Cocktail Courier available for adults (21+) to purchase until July 7 on CocktailCourier.com. Smirnoff is donating $10 for each kit sold during the month of June (up to $10,000) to the Phluid Phoundation. With the Phluid Phoundation, these donations go directly to a network of grassroots organizations that channel their energy and resources to the LGBTQIA+ communities.
- Taking the Brand’s Commitment to Inclusive Representation Further with a pledge that the BIPOC and LGBTQIA+ communities will represent at least 50% of all people in front of the camera and behind it across Smirnoff advertising and brand marketing.
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