With the motto “Your Pride Makes History”, the brand will tell the stories of the precursors of the movement in mini documentaries on social networks
Smirnoff announced the master sponsorship of the 27th edition of the So Paulo LGBT+ Pride Parade. For 2023, the brand launched a campaign with the motto “Your Pride Makes History”, which aims to honor the pioneers of the movement.
The piece highlights iconic figures in the fight for the rights and resistance of LGBTQIAP+ people, including names like Silvetty Montilla and Márcia Pantera.
“Smirnoff has a role to play in building a plural, diverse and inclusive society. We believe that supporting an event of the magnitude and importance of the Parade is part of the history we are building and reinforces the commitment we have with the community”, said Paula Lopes, Head of marketing for white spirits and liqueurs.
The stories will be portrayed in mini-documentaries that will be released on social networks, where Smirnoff will unite the celebration with the protagonism of those who assume an important role in the struggle since before the first LGBTQIAP+ Pride Parade in Brazil, which took place in 1997.
The videos will tell the stories of people who used their spaces to take a stand against community repression. In addition, the brand will also highlight its contributions to the LGBTQIAP+ population as a whole, such as opening free classes to the community through Learning for life, a program that offers courses in cocktail making.
During the So Paulo LGBT+ Pride Parade, which takes place this Sunday (11) on Avenida Paulista, the brand will be present in the biggest electric trio of the event, highlighting the great voices of the community and honoring great personalities of the movement. Activating Smirnoff will also bring pocket shows from DJ Hey Cat, DJ’s Batekoo, WD and Pocah.
“This year, in addition to sponsorship, we will also open free and exclusive classes for the community through Learning for life, a program that offers free courses in cocktail making and service excellence. We want to see Pride making history for another year on Av. Paulista and everyone is our guest”, added the executive.
