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Smirnoff Welcome Home campaign celebrates Pride

Diageo-owned Smirnoff has launched its Welcome Home campaign in the US to support members of the LGBTQIA+ community taking part in Pride celebrations.

Orange is the New Black star Laverne Cox features in the latest Smirnoff campaign

To create the campaign, Smirnoff partnered with Orange is the New Black actress Laverne Cox; star of RuPaul’s Drag Race, Alyssa Edwards; and Queer Eye television personality, Jonathan Van Ness.

Smirnoff Welcome Home will feature a digital video series, an immersive pop-up, limited edition Smirnoff bottles and a float at the New York Pride March on 30 June.

Jay Sethi, vice president, Smirnoff at Diageo North America, said: “In the spirit of our brand’s international footprint and building off decades of support, we are continuing to push for global equality through our new Welcome Home campaign and our continued commitment to HRC [Human Rights Campaign].

“While 85% of LGBTQIA+ consumers want their community represented in brand campaigns, only 12.6% of marketers actually include them in their annual media planning. As the no. 1 vodka brand in the world, we have taken a stance to support this community year-round, as evidenced through our work with Laverne, Jonathan and Alyssa across both Pride and non-Pride campaigns.”

As part of the campaign, Smirnoff has created the Welcome and Love Wins bottle designs

As part of the Pride activation, Smirnoff will open the House of Pride with Jonathan Van Ness pop-up in New York from 26-28 June.

The space will be inspired by a home, featuring six “Instagram-worthy” rooms where Smirnoff will celebrate the history of the LGBTQIA+ community.

Van Ness said: “What I love most about the gorgeous new Smirnoff ‘Welcome Home’ campaign is that she shines a light in on how Pride is more than just a party; it’s truly a home to our LGBTQIA+ brothers, sisters and non-binary siblings around the world.

“I cannot wait to celebrate Pride with Smirnoff later this month, and to personally welcome all of these beautiful people to my home of New York.”

The brand has also created two limited edition bottle designs in celebration of Pride.

The Welcome bottle, which is not available for retail purchase, features the word “Welcome” in six languages: English, Spanish, French, Italian, Russian and Mandarin.

Smirnoff has also created the Love Wins bottle design, which will retail across the US and features an “iridescent rainbow aesthetic” and photographs of real couples. The brand has pledged to donate US$1 from every bottle sold to human rights campaigns.

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