Skyy supports diversity with Proudly American campaign

16th July, 2018 by Nicola Carruthers

Gruppo Campari has launched a new US marketing campaign for Skyy Vodka that celebrates the “spirit of today’s bold, optimistic Americans”.

<em>RuPaul’s Drag Race</em>'s Trixie Mattel stars in the first ad for Proudly American

RuPaul’s Drag Race‘s Trixie Mattel stars in the first ad for Proudly American

The campaign, called Proudly American, explores the “values on which America was founded”.

The initiative juxtaposes famous phrases from American history with “powerful, vivid” imagery of people who celebrate diversity. The campaign kicks off with the Home of the Brave ad, featuring Olympian Gus Kenworthy, and Trixie Mattel and Dusty Ray Bottoms from RuPaul’s Drag Race.

The advert features Kenworthy recounting the first gay kiss globally televised during the winter games, and Mattel performing on stage as a country singer.

“The Proudly American campaign is about openness and inclusiveness with the belief that diversity drives progress,” said Melanie Batchelor, vice president of marketing, Campari America.

“Skyy has always been progressive and fearless with its marketing campaigns, creating firsts within the spirits industry such as the first ad to feature a same-sex female couple, supporting marriage equality back in 2001. Inspiring our fans to build and expect a better world is at the core of who we are.”

The integrated campaign will roll out in phases throughout 2018 and will feature out of home, digital, PR and event activations, including official sponsorship of Gay Pride in New York City and Los Angeles. A full social media campaign will also support the Proudly American initiative.

Mattel said: “Not many people understand what goes through your mind when you are stepping on a stage fully expecting to be judged and discounted just because of your appearance and not by your talent.

“To be able to tell my story and with that inspire others or educate others is an opportunity I could have never imagined. I am proud to be American and honoured to be a part of Skyy’s expression of what that means.”

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