I’ve been writing about ‘Marketing the Rainbow‘ almost weekly for some time now from my PhD research of the same name – in Dutch 52 articles in 2022 to be exact, in English around 25 – so chances are you’ve seen one come by. After 13 years of research, I have collected about 1,000 pages […]
Since Amstel committed to attaching the values Inclusion & Diversity to their brand, they have made a splash with relevant and beautiful content, including collaborations with LGBT charities. So far most of these campaigns are limited to Brazil. For these the global brand scores 8.5/10. Now, let’s extend this beautiful vision and content to other […]
Gillette came late to the rainbow podium, but before the ‘easy year’ 2015, so they don’t get many demerits for that. They have done a number of remarkable campaigns in various countries (but especially the US home market), including attention for trans persons. The rainbow support seems to come mainly from the parent company, but […]
Subaru was an early starter in Marketing the Rainbow with the particularity that they mainly aimed at the lesbian drivers – with Martina as spokesperson. They have also held it up for a long time, creating the Legend of Lesbaru. Original, custom-made content with lots of naughty jokes. Support for charities. The whole package: Subaru […]
Mother Coca-Cola has had a perfect score on the Human Rights Campaign’s Corporate Equality Index since the index launched in 2006 (Sprite is not rated separately). Sprite was VERY late to the game of Marketing the Rainbow, and mainly limited their relevant communications to part of South America – only to expand to Europe in […]