Although the COVID-19 pandemic has disrupted most 2020 Pride events, BABE Wine still wanted to help the community celebrate with its new Pride campaign. The brand dedicated its social platforms to enabling the LGBTQ+ community to celebrate themselves and their support systems.
Included in the BABE Wine Pride campaign was a short video where parents of notable influencers in the LGBTQ+ community offered a toast in celebration of their children for Pride. Notably, the heartwarming video featured brothers Austin and Aaron Rhodes, who went viral after they came out to their dad on YouTube.
For each comment on Instagram or retweet on Twitter, BABE Wine will donate $1 (up to $15,000 total) towards LGBTQ+ organizations Love on a Mission, The Center, and Marsha P. Johnson Institute.
LGBTQ+-Supporting Wine Campaigns
BABE Wine Debuted a Pride Campaign Featuring Parents
Trend Themes
1. Virtual Pride Celebrations - Creating virtual platforms and experiences for the LGBTQ+ community to celebrate Pride in light of canceled in-person events and gatherings.
2. Influencer Partnerships - Collaborating with influential figures within the LGBTQ+ community to amplify brand messaging and support for Pride campaigns.
3. Cause-driven Marketing - Using social campaigns and donations to LGBTQ+ organizations as a way to align with social causes and demonstrate brand values.
Industry Implications
1. Alcohol and Beverage - Opportunity for alcohol and beverage companies to launch special Pride-themed marketing campaigns and donate portions of proceeds to LGBTQ+ organizations.
2. Social Media and Influencer Marketing - Utilizing social media platforms and influencer partnerships to engage with the LGBTQ+ community and drive awareness and support for Pride initiatives.
3. Non-profit and Advocacy Organizations - Opportunity for non-profit organizations focused on LGBTQ+ causes to collaborate with brands for co-branded campaigns that raise awareness and funds for the community.