Our pick of the best marketing activity and activations celebrating this year’s Pride month
Skittles removes the rainbow for Pride
Skittles is known for its rainbow-coloured sweets, but the brand flipped its branding for Pride by going monochrome. The activation showed support for the LBGTQ+ community by using a rainbow-less float in the parade with a disco sound system and free packs of Skittles. The float featured the slogan #OnlyOneRainbow, and, as part of a wider campaign, the brand removed the colours from its special edition Skittles product packaging.
Disney activation for Pride London
Disney joined in the London Pride parade with a rainbow-coloured activation featuring balloons spelling out the Disney name, and more in the shape of Mickey Mouse. There was also a Lion King-themed aspect to the event, with the London Gay Men’s Chorus teaming up with the cast of West End production of The Lion King to perform The Circle of Life outside the Lyceum Theatre.
Starbucks sponsors Pride London 2017
Starbucks celebrated its sponsorship of the Pride parade in London with a range of activations, including ‘Glam Stops’ and rainbow-themed Frappucinos. The ‘Glam Stops’ in selected Starbucks stores gave guests the chance to get made up for the event, with a team from make-up company, Gypsy Shrine, onsite to help parade-goers get suitably glammed up. Over 200 Starbucks employees also joined in the parade itself, marching under a #LoveHappensHere balloon.
Barba “Strands for Trans” campaign
Hair salons and barber shops tend to be very gender specific spaces, but New York’s Barba ‘grooming shop’ is showing support for transgender men and women with a simple but overlooked idea: haircuts without harassment. During Pride Month, customers can get their hair dyed blue, pink and white (the colours of the transgender flag) for free. The activation is part of the “Strands for Trans” initiative launched in conjunction with Pride Month. It aims to end discrimination against members of the trans community in hair salons and barbershops and create a safe, welcoming environment.
YouTube Beach activation for Pride 2017
YouTube used its ‘YouTube Beach’ activation at the Cannes Lions Festival to celebrate diversity on 24 June. To celebrate Pride Day, the brand provided rainbow-coloured beachwear designs available for visitors to the beach, as well as live performances, fancy dress and a Pride party.
Proximity London’s rainbow plaques
Proximity London’s “Love lived here” campaign celebrates pioneers of the LGBT+ movement throughout British history. Key blue plaques around London were given a temporary rainbow makeover to recognise the individuals who lived there as part of the LGBT+ community, alongside their literary, scientific, economic or artistic achievements.
