Smirnoff Celebrates Pride 2021 With “Color the Future” Initiative

Smirnoff Color The Future

To celebrate Pride 2021, Smirnoff is continuing its decades of support as an ally in the ongoing fight for equality and equity for the LGBTQIA+ community with the launch of the brand’s new Color the Future platform.

The LGBTQIA+ community continues to grow and diversify. “Though the community has made great strides in the past few decades, there is still a long way to go in the fight for equality, equity, and acceptance for all,” explains a press release.

The Smirnoff “Color the Future” platform will highlight the diverse spectrum of LGBTQIA+ communities across the country. Through a variety of activations and initiatives, the brand will bring the spirited fun of Pride to cities across the country all year long, “encouraging everyone to live their most vibrant and colorful lives, show up as their most authentic selves and toast to a more inclusive future for all,” says the brand.

“After the last year, the vision for what’s ahead must be more vivid! We’re looking towards the future with a renewed sense of optimism and purpose for how we show up and meaningfully support the eclectic and diverse LGBTQIA+ community. Smirnoff stands for inclusivity and creating good times, safe spaces, and a wide spectrum of products for everyone,” says Jennifer Holiday Hudson, North America Brand Leader, Smirnoff. “With the launch of our new ‘Color the Future’ platform, we’re working to spread this message year-round and highlight some of the many colorful stories and personalities at the center of intersectionality. We’re proud to stand alongside the LGBTQIA+ community and inspire celebration as we pave the way for generations.”

To kick off this new campaign, Smirnoff and The Mixx, a 25-year-old certified-diverse woman and LGBT owned marketing agency, showed up in Chicago’s historic Boystown neighborhood to host an immersive cocktail and aura experience. Throughout the week, the brand will show up at other surrounding events, celebrating inclusivity and intersectionality within a beloved local LGBTQIA+ community, and featuring Smirnoff’s wide spectrum of products, from Smirnoff No. 21 Vodka to the brand’s newest offering – Smirnoff Pink Lemonade. Continuing “Color the Future” throughout Pride month and beyond, Smirnoff will also serve as the Gold Presenting Sponsor & Exclusive Vodka Partner of Chicago’s Pride in the Park and will further celebrate the vibrancy of the LGBQTIA+ community through a variety of experiences celebrating intersectionality, including:

  • Action Not Ads – Community Building Events in Support of Local LGBTQIA+ Communities Throughout Pride Month and Beyond with sponsorships across the country. Smirnoff has committed to hosting multiple “Color the Future” community building events throughout the remainder of the year, where adults (21+) will express their intersectional auras through color while enjoying custom cocktails featuring Smirnoff No. 21 Vodka specially tailored to them, as well as Smirnoff’s newest and most vibrant lineup, Smirnoff Pink Lemonade.
  • Continued Commitment in Educating Bar and Restaurant Workers in the trade about the importance of the LGBTQIA+ community to create an inclusive environment for LGBTQIA+ bars which were most-impacted by COVID-19.
  • “Color the Future” Limited Edition Cocktail Kits created in collaboration with fellow ally Bubly and Cocktail Courier available for adults (21+) to purchase until July 7 on Smirnoff is donating $10 for each kit sold during the month of June (up to $10,000) to the Phluid Phoundation. With the Phluid Phoundation, these donations go directly to a network of grassroots organizations that channel their energy and resources to the LGBTQIA+ communities.
  • Taking the Brand’s Commitment to Inclusive Representation Further with a pledge that the BIPOC and LGBTQIA+ communities will represent at least 50% of all people in front of the camera and behind it across Smirnoff advertising and brand marketing.

Since 2017, Smirnoff has donated a total of $1.7M to the LGBTQIA+ community, inclusive of nearly $700K committed to LGBTQIA+ organizations in the last year. In addition to donating to the Phluid Phoundation through the “Color the Future” cocktail kits, Smirnoff is committed to supporting the LGBTQIA+ community through existing and new charity partnerships, including: Human Rights Campaign, Transgender Law Center, The Center NYC, and the One Pulse Foundation.

For more information, head over to the Smirnoff’s official website.