The evolution of LGBTQ+ marketing has been going on for 50 years and started with brands such as Miller Lite, Budweiser, and Jägermeister, placing ads in regional queer newspapers.
From bold storytelling to genuine representation, these are some of our favourite Pride marketing campaigns that actually made an impact… not just a logo change for June.
Which ones do you think got it right? And have you got any other favourites worth mentioning?
Hinge’s “Not so” Frequently Asked Questions
Hinge created an FAQ space specifically to address the specific anxieties and questions LGBTQIA+ daters face.
NFAQ tackles topics rarely discussed in mainstream, heteronormative dating advice.
PRIDE@PlayStation Employee Network
In 2022, PlayStation launched a platform empowering LGBTQIA+ employees and allies to share ideas, foster connection, and celebrate identity.
Campaigns like this show the importance of reflecting internally, and not just focusing on what they show to the outside world.
“Everyone is Awesome”
“I wanted to create a model that symbolizes inclusivity and celebrates everyone, no matter how they identify or who they love. Taking small steps and having products like “Everyone is Awesome” out there, and people representing the LGBTQIA+ community, allows everybody to see that things get better over time and that there is a place for everybody.”
– Matthew Ashton (he/him), the Vice President of Design at the LEGO Group.
Nike’s BeTrue Campaign
In 2021 , Nike’s BeTrue video campaign enlisted the support of famous faces from the LGBTQIA+ community.
Recognising the values and beliefs of everybody as one, regardless of their background, sexual orientation or gender identity.
Skittles’ “Taste the rainbow”
The slogan landed itself in obvious involvement in Pride campaigns and also became a sensational meme.
However, for their own Pride campaign, they stripped back their colours and put the focus on the LGBTQ+ rainbow.
Givenchy beauty hosts a virtual pop-up on Roblox
2024, marked as a year of digital PR stunts when two brands from two different industries came together, brought the fun to the luxury with rainbows, freedom of individual expression via makeovers and dance floors.
Virtual reality is now being used more than ever for promotional events, from the metaverse to Roblox, stretching capabilities in a virtual world.
What pride campaign do you think is most effective? Let us know!
For help in developing your own pride marketing campaign, get in touch with us today.
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