PRIDE MONTH ACTIVATIONS – Which road to take?
Human Centric Group
We are consultants that DO, following our partners till promised results and taking the executional risk on us if needed
Pride month 2023 is almost upon us, and with it we expect all brands to declare their unconditional support to the LGBTQIA+ community, celebrating diversity, inclusion and equality.
Some brands will gain from it, while others will just make a fool of themselves. Why so? Why similar messages could lead to extremely different results? When it is really profitable for a brand to embrace the cause and when it can backlash and hurt companies’ profits?
We will try to clarify some of these common doubts through some tangible examples.
If the values of inclusivity and diversity are part of your brand DNA and they are something you are committed to, no matter the time of the year, then the pride month is your moment to shine. Reinforce your message with epic campaigns and initiatives with the potential to be remembered.
Our old-time favourite remains the one of 2017 of 可口可乐公司 in Brazil: Essa Coca é Fanta (This Coke is a Fanta). Originally used as a denigratory, homophobic expression, Coke managed to turn its perception overnight with a brilliant and unexpected campaign: a limited-edition Coke which contained… Fanta! Of course, accompanied by a powerful, positive and inclusive message which highly resonated with the target. With almost no investment, the brand gained over a billion media impressions and won two of the most prestigious awards at the Cannes Lions Festival (gold place in both PR and Marketing categories).
If you are interested in hearing more about the campaign, check its case study here:
Let’s now jump to the USA and analyze the recent campaign of 安海斯 - 布希英博 for Bud Light , the best-selling beer in America ($4.8bn worth of sales in 2022).
Transgender actress and TikTok celebrity Dylan Mulvaney was celebrating a full year of her womanhood with a six-pack of Bud Light and presenting a new contest in which one lucky Bud Light drinker could win $15,000.
Just one of the thousands of endorsements that take place daily in the world of digital marketing. Despite its small, innocuous origins, it has exploded into the biggest brand crisis of the year so far. Why so?
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Using the words of the renowned Marketing Professor Mark Ritson , “It’s the reaction to the reaction that drove the boycott, and in doing so, created more reaction.” (full article available here: https://www.marketingweek.com/ritson-bud-lights-ad-backlash-mass-marketing/).
The campaign quickly became polarizing in the USA and the company, worried its effects might affect not just Bud Light but also other brands in its portfolio, decided to issue a vague statement not to hurt anyone (but also not taking a clear stand). Just a week later the VP of Marketing was replaced.
These moves created even more buzz around the news and pissed off everyone. Conservatives were angry at the initial campaign. Progressives were unhappy with the way the company treated its VP and pulled back from its initial stance. Despite most competitors registering significant increases in beer sales in April, Bud Light was down 21% versus March.
So, what’s the key take out of these two cases?
Being driven by a social agenda is wonderful, but it doesn’t mean it will drive profitability. If you take a stance, make sure:
1.?????It is relevant for your target group
2.?????It is in line with your brand’s DNA
3.?????You are willing to back it up even in the case some debate will arise
If all three criteria above are respected, go forward and positively impact the world and your brand’s results! If they are not all three respected, however, our advice is simple: do not lose an opportunity to remain silent :)