Our clients at Smirnoff are long-time supporters of the LGBTQIA+ community, and for the past few years we’ve worked with them on some of their Pride campaigns (examples here and here). June is Pride month and this year it’s a bit of a special one, particularly over in the USA where the NYC Pride March will be the biggest ever global Pride celebration, marking the 50th anniversary of the Stonewall riots.
“Welcome Home” is Smirnoff US’s latest campaign and part of the brand’s on-going support of the LGBTQIA+ community, expressing inclusivity and equality for all. Launched to tie in with the Pride celebrations in NYC this week, our New York Studio has designed a very special limited edition bottle….
Front and centre, we have proudly replaced the “Smirnoff” brand name on the label with the word “Welcome” in six different languages – English, Spanish, French, Italian, Russian and Mandarin – to welcome the global community to New York, reminding people that Pride is a home where everyone is welcome.
Working with our existing brand identity and bottle design for Smirnoff No.21, we’ve also woven in the colors of the rainbow flag to further support the inclusive Pride messaging.
This special bottle has been used in the brand’s wider campaign, which features the likes of Laverne Cox, Jonathan Van Ness and Alyssa Edwards, and they will appear on Smirnoff’s Pride March float in NYC this weekend. While the bottles are not currently available for retail purchase, a limited number have been made for the celebrations at Smirnoff’s House of Pride pop-up experience, which takes place between 26-28 June in downtown Manhattan.
Wishing all of our clients and colleagues, friends and followers, a very happy Pride.