The brand’s purpose-led marketing strategy celebrates the 50th anniversary of the decriminalisation of homosexuality in the UK. It also has 72 other countries in mind.
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The LGBT equality charity Stonewall and BBH London collaboration for the Kiss with Pride campaign will see evocative posters and out of home hoardings all across the UK. But there is more than just the UK that is in the sights of the Pernod Ricard brand.
According to Adam Boita, Pernod Ricard’s head of marketing for the UK, “the fact that millions of people around the world still aren’t free to love who they choose goes against everything Absolut stands for, so the Kiss With Pride campaign is something we’re extremely proud of."
The team wants the message to reach people outside the ‘bubble’ of New York and London in order to start a ‘constructive conversation’.
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