NEW YORK, June 24, 2021 /PRNewswire/ -- Enough about the
past - this year, we're looking to the future, and it's full of
vibrance, charisma, and color! To continue Pride celebrations in
2021, Smirnoff is continuing the brand's 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.
Experience the interactive Multichannel News Release here:
https://www.multivu.com/players/English/8916551-smirnoff-celebrates-intersectionality-new-color-the-future-initiative/
The LGBTQIA+ community is not one-size-fits-all. The community
is continually growing and diversifying with people of color,
trans and non-binary people, people of varying religions, body
types, ages and income levels all falling within the intersectional
LGBTQIA+ spectrum. Though the community has made great strides in
the past few decades, there is still a long way to go in the fight
for equality, equity, and acceptance for all.
Advocating for a better and brighter future means showing up 365
days a year. With the brand's new "Color the Future" platform,
Smirnoff will highlight the diverse spectrum of what makes us shine
at different intersections in historic LGBTQIA+ communities across
the country. Through a variety of activations and initiatives,
we'll bring the spirited fun of Pride to cities nationwide all year
long, encouraging everyone to live their most vibrant and colorful
lives, show up as their most authentic selves and toast to a more
inclusive future for all.
"After the last year, the vision for what's ahead must be more
vivid! 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 our new
'Color the Future' platform, we're working to spread this message
year-round and highlight some of the many colorful stories and
personalities at the center of intersectionality," said
Jennifer Holiday Hudson, North
America Brand Leader, Smirnoff. "We're proud to stand
alongside the LGBTQIA+ community and inspire celebration as we pave
the way for generations."
To kick off this new campaign, Smirnoff and The Mixx, a
25-year-old certified-diverse woman and LGBT owned marketing
agency, showed up in Chicago's historic Boystown neighborhood - one
of the largest LGBTQIA+ neighborhoods in the midwestern U.S.- to
host an immersive cocktail and aura experience. Throughout the
week, the brand will show up at other surrounding events,
celebrating inclusivity and intersectionality within a beloved
local LGBTQIA+ community, and featuring Smirnoff's wide spectrum of
products for everyone, from the classic Smirnoff No. 21 Vodka to
the brand's newest and most vibrant offering – Smirnoff Pink
Lemonade. Continuing "Color the Future" throughout Pride month and
beyond, Smirnoff will also serve as the Gold Presenting Sponsor
& Exclusive Vodka Partner of Chicago's Pride in the Park and will further
celebrate the vibrancy of the LGBQTIA+ community through a variety
of experiences celebrating intersectionality, including:
- 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.
As part of its decades-long support, Smirnoff has been
representing the LGBTQIA+ community in the brand's advertising for
more than half a century. Since 2017, Smirnoff has also donated a
total of $1.7M to the LGBTQIA+
community, inclusive of nearly $700K
committed to LGBTQIA+ organizations in the last year. In addition
to donating to the Phluid Phoundation through the "Color the
Future" cocktail kits, Smirnoff is committed to supporting the
LGBTQIA+ community through existing and new charity partnerships,
including: Human Rights Campaign, Transgender Law Center, The
Center NYC, and the One Pulse Foundation.
No matter how you choose to "Color the Future" or celebrate
LGBTQIA+ Pride - whether it's sipping Smirnoff cocktails under neon
skies as the sun sets or dancing beneath club lights of different
hues - please remember to drink responsibly!
About SMIRNOFF
The Smirnoff portfolio offers a variety
of options across vodka and flavored malt beverages. Current
offerings include the world's number-one selling Smirnoff No. 21
Vodka, the top-selling line of flavors in North America, the Smirnoff Zero Sugar
Infusions line, and ready-to-serve flavored malt beverages
including Smirnoff Seltzer, Smirnoff Ice and Smirnoff Ice
Smash.
From culturally relevant limited editions to new innovations and
zero sugar offerings, Smirnoff has always been known for quality
and affordability, and prides itself on having something for
everyone.
The Smirnoff brand traces its vodka heritage back to 19th
century Russia and is now enjoyed
in over 130 countries worldwide.
Visit www.smirnoff.com for more information, or follow us on
Instagram, Twitter, Pinterest and Facebook. Please drink
responsibly.
About DIAGEO
Diageo is a global leader in beverage
alcohol with an outstanding collection of brands including
Johnnie Walker, Crown Royal, Bulleit
and Buchanan's whiskies, Smirnoff,
Cîroc and Ketel One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan,
Baileys, Tanqueray and Guinness.
Diageo is listed on both the New York Stock Exchange (NYSE: DEO)
and the London Stock Exchange (LSE: DGE) and their products are
sold in more than 180 countries around the world.
For more information about Diageo, their people, brands, and
performance, visit www.diageo.com. Visit Diageo's global
responsible drinking resource, www.DRINKiQ.com, for
information, initiatives, and ways to share best practice. Follow
at Twitter and Instagram for news and information about Diageo
North America: @Diageo_NA.
MEDIA CONTACTS:
Nicole Anastasi
DIAGEO
nicole.anastasi@2bsquaredcommunications.com
704-796-9992
Smirnoff
TAYLOR
Smirnoff@taylorstrategy.com
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SOURCE Smirnoff