*By Spencer Feingold* Smirnoff Vodka is hoping to welcome the thousands of visitors from around the world that are expected to travel to New York City this weekend for the World Pride march with its latest Pride marketing campaign. Early this month, that company launched its "Welcome Home" campaign, which includes pop-up events throughout the city, two limited-edition Smirnoff No. 21 Pride bottles, and financial support to Human Rights Campaign (HRC), the largest LGBTQ civil rights group in the U.S. “We’re a brand that is sold in over 130 countries around the world and that means we know just how many challenges the community is still facing,” Jay Sethi, Smirnoff’s vice president of brand marketing in North America, told Cheddar. “So for the time that they are \[in New York\], we want them to feel at home.” The company, whose storied history began 155 years ago in Russia, has partnered with actress and LGBTQ activists Laverne Cox, RuPaul's Drag Race star Alyssa Edwards, and Jonathan Van Ness from Netflix’s ($NFLX) Queer Eye. “What I love most about the gorgeous new Smirnoff 'Welcome Home' campaign is that she shines a light in on how Pride is more than just a party; it's truly a home to our LGBTQIA+ brothers, sisters and non-binary siblings around the world," Van Ness said in a statement. Van Ness is also hosting the House of Pride event organized by Smirnoff and its parent company Diageo ($DEO) in New York’s Soho neighborhood. The event will be held from Wednesday to Friday and feature several tents “Insta-worthy rooms” that honor the history of the LGBTQ community. “It will be a celebration of how far this community has really come and yet how far we still have to go,” Sethi told Cheddar. Yet Smirnoff is not just paying homage to the plight of LGBTQ people because it is Pride month, Sethi said, adding that the company’s support for the community is “in its DNA.” The company is also showing its support financially, pledging to donate nearly $1.5 million to HRC by 2021. “These crucial resources will help fuel the fight for LGBTQ equality and accelerate the pace of progress in the years ahead,” Chad Griffin, HRC’s president, said in a statement on Smirnoff’s support. The company has also received a perfect 100 percent score on the HRC Corporate Equality Index for over ten consecutive years. “I think the liquor brands have always done a good job \[at honoring Pride\],” Joseph Anthony, the founder and CEO of the marketing firm Hero Group, told Cheddar, adding that corporate support for the LGBTQ community should extend beyond the month of June. Sethi said that Smirnoff’s commitment to the issue is evident in Cox’s year-round marketing partnership. Cox “did her homework. She wanted to make sure that we were authentic, and that we really represented the community's interests,” he added. In a statement, Cox said she hopes her work with Smirnoff “celebrates not just the LGBTQIA+ community here in New York but also recognizes those across the globe, celebrating in their own way. Hopefully with a delicious vodka cocktail in-hand, of course!"

Share:
More In Culture
The World of Working Dogs
Sheila Goffe, VP of Government Relations of the American Kennel Club, joins Cheddar Reveals to discuss the efficacy of police, military, and other working dogs, and how they're trained.
The World of Working Dogs; Importance of Service Dogs
On this episode of Cheddar Reveals, Sheila Goffe, VP of Government Relations of the American Kennel Club, discusses the efficacy of police, military, and other working dogs, and how they're trained. Paul Mundell, Executive Director of the American Service Dog Access Coalition, breaks down why emotional support, therapy, and service dogs are important; Cheddar gets a look at Curiosity Stream's 'Secrets of a Dog's Nose.'
Why Women Should Stop Saying Sorry; How to Close the Exhaustion Gap
On this episode of ChedHER; Amanda Carlson Phillips, Senior Vice President of Exos' performance team, breaks down how wellness programs can fight burnout; Deena LaMarque Piquion, Chief Marketing Officer at Xerox, explains why and how women should stop saying 'sorry' so often; Marylyn Harris, President of Harrland Healthcare Consulting, talks about how her experience in the military prepared her for a cybersecurity career, and how she's paving the way for women of color in the industry.
Innovation in Prosthetics; New Drug for Anti-Aging
On this episode of Cheddar Innovates: Atom Limbs CEO breaks down how the Atom Touch prosthetic is different from other prosthetics on the market; CEO & Chief Scientific Officer of MyMD explains how the MYMD-1 is on track to be the first FDA-approved drug to treat aging and age-related diseases; A look at Curiosity Stream's 'The Future of Warfare.'
The Psychology of Nostalgia; Nostalgia Driving Hollywood's Decisions
On this episode of Cheddar Reveals Clay Routledge, Professor of Business and author of "Nostalgia: A Psychological Resource", discusses the psychology of nostalgia: why we have it, and why it may be good for our mental health; Patrick Metzger, Writer and Technologist, breaks down how nostalgia has influenced pop culture, why it remains in a trend loop for every generation, and why that trend is likely never going to end; Cheddar gets a look at Curiosity Stream's 'The Year That Rocked the World.'
State of Lactation Support in the U.S.; Perks of Having a Business Mentor
On this episode of ChedHER: CEO of The Lactation Network breaks down how they are expanding access to lactation support for families nationwide; CEO of Vanta explains the importance of a security team for startups; Midwest Divison Area Manager at JPMorgan Chase discusses the perks of having a business mentor.
Growing Activism Responds to School Book Bans
Activism is growing around the country in response to school boards banning books from shelves that focus on sexuality, gender, identity, or race. Jen Cousins, co-founder of The Florida Freedom to Read Project, joins Cheddar News to discuss.
Load More