“This was achieved by ensuring that each bubble was individually crafted to reflect the characteristics of each person, and by meticulously tailoring the way in which each bubble moved and reacted in the space.”
A little more action
Where AB InBev brand Bud Light is still taking commercial heat for its botched response to a backlash from the LGBTQ+ community over its treatment of trans influencer Dylan Mulvaney, Smirnoff has found success in a strategy rooted in inclusion.
The vodka brand continues to be a growth diver for Diageo. In 2022, 28.1 million units of Smirnoff were sold globally, an increase of 1.6 million cases on the previous year.
With consumers demanding more purposeful pledges from brands, a recent study from research firm Ipsos Mori found intersectional advertising—representing a diverse cross-section of society on-screen—can increase consumers’ emotional connection to a brand. In the U.K., the data showed intersectional representation to be particularly effective among women aged 18 to 30.
Part two of “We Do We” was launched during a club night with London LGBTQ+ collective Sink the Pink, with entertainment provided by Drag Syndrome, a collective of kings and queens with Down syndrome, who performed alongside Spice Girl Mel C.
The venue was transformed to showcase some of the ways in which barriers found in the built environment of social venues can be addressed. The inclusion of features such as a low-counter bar, accessible viewing platforms, a quiet room, BSL interpreters and visual interpreting tools meant that disabled guests were able to enjoy the evening.
Jacoby said the second stage of the work was about moving Smirnoff’s message “beyond comms and creative into action.”
“We know that this will look different in each country and for each community,” she explained, adding: “We’ve worked with our market teams to identify key areas within their local communities where we can highlight, foster and supercharge social connection.
“Our work within LGBTQ+ communities will continue with the same energy as ever, and we’re excited to bring this same mindset to other areas of social connection.”
