SKYY Vodka Supports the LGBTQ+ Community with 'Coming Out (Again)' Campaign
Niko Pajkovic — January 20, 2022 — Social Good
References: skyyvodka & spiritedzine
Last spring, SKYY Vodka launched an empowering and playful ad campaign called 'Coming Out (Again)' that aimed to support LGBTQ+ night life venues and workers. The campaign featured a 30 second ad spot and a brief digital marketing roll-out. Central to the ad was the notion that everyone has to "come out" and support the LGBTQ+ hospitality industry, which was hit notably hard by the COVID-19 pandemic.
The campaign features three prominent voices belonging to the LGBTQ+ community: popstar Kim Petras, writer and performer Alok Vaid-Menon, and RuPaul’s Drag Race Season 13 winner Symone. In addition, SKYY partnered with NYC Pride to launch the SKYY Nightlife Fund, making a $25,000 starting donation dedicated to the LGBTQ+ community.
“SKYY Vodka has been a longtime supporter of the LGBTQ+ community, which has faced an incredibly unique and immense challenge over the past year due to the pandemic. The hospitality industry plays a massive role in the lives of LGBTQ+ people and we are dedicated to supporting and celebrating its return in every way we can,” said Bernadette Knight, Senior Marketing Director of SKYY Vodka.
Image Credit: SKYY Vodka
The campaign features three prominent voices belonging to the LGBTQ+ community: popstar Kim Petras, writer and performer Alok Vaid-Menon, and RuPaul’s Drag Race Season 13 winner Symone. In addition, SKYY partnered with NYC Pride to launch the SKYY Nightlife Fund, making a $25,000 starting donation dedicated to the LGBTQ+ community.
“SKYY Vodka has been a longtime supporter of the LGBTQ+ community, which has faced an incredibly unique and immense challenge over the past year due to the pandemic. The hospitality industry plays a massive role in the lives of LGBTQ+ people and we are dedicated to supporting and celebrating its return in every way we can,” said Bernadette Knight, Senior Marketing Director of SKYY Vodka.
Image Credit: SKYY Vodka
Trend Themes
1. Supporting LGBTQ+ Hospitality Industry - There is a trend for companies to support the LGBTQ+ hospitality industry, especially during and after the pandemic, through targeted campaigns and donations.
2. Partnerships with LGBTQ+ Organizations - More companies are forming partnerships with LGBTQ+ organizations to show their support and make a positive impact on the community.
3. LGBTQ+ Representation in Marketing Campaigns - There is a trend for brands to feature LGBTQ+ voices and faces in their marketing campaigns to promote inclusivity and diversity.
Industry Implications
1. Alcoholic Beverages - Alcoholic beverage companies, such as SKYY Vodka, have the opportunity to support the LGBTQ+ community through campaigns and donations.
2. Hospitality - The hospitality industry, which plays a significant role in the lives of LGBTQ+ people, can benefit from targeted support and partnership opportunities with companies and organizations.
3. Marketing and Advertising - Marketing and advertising industries have the opportunity to promote inclusivity and diversity by featuring LGBTQ+ voices and faces in their campaigns.
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