As Thousands Descend on NYC's World Pride, Smirnoff Says ‘Welcome Home'
*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!"
Digital mental health company Little Otter recently announced it closed a $22 million Series A round. Little Otter was founded in 2020 by a mother-daughter team, which based the company on the idea that a child's mental health can only be addressed by treating the whole family through technology available to everyone. Little Otter CEO and co-founder Rebecca Egger and her mother, Little Otter Chief Medical and Scientific Officer and co-founder Dr. Helen Egger joined Cheddar News' Closing Bell to discuss.
Adi Robertson, senior reporter at The Verge, joins Cheddar News to break down the battle between two NFT collections by Phunky Ape Yacht Club and PHAYC that are selling plagiarized Bored Ape Yacht Club designs.
Covid-19 has changed the way we view wellness. Jillian Hughes, communications director of Mental Health America, joins Cheddar News to discuss breaking the stigma around mental health. Justin Davis, CEO and co-founder of Spectrum Labs, weighs in on how social media impacts our wellbeing. Lastly, Precision Nutrition CEO Timothy Jones advices us on what trends to watch in 2022.
On this episode of Cheddar Innovates: Founder of Unlimited Tomorrow breaks down how he is creating completely 3D printed prosthetics to make them more affordable, customizable, and accessible; Chief Technology Officer of Zebra Technologies explains what the future of collaboration between robots and humans may look like; A look at Curiosity Stream's 'Mystery of the Roman Skulls.'
According to a recent analysis from ProPublica and the Wall Street Journal an analysis of Facebook posts, internal company documents, and interviews reveal key evidence about the social media giant's role in January 6 insurrection. National Reporter at ProPublica Craig Silverman, joined Cheddar to discuss more.
In the fight against climate change, much of the conversation revolves around reducing greenhouse gases like carbon dioxide or methane - and attempting to raise oxygen levels. But there's another gas - hydrogen - that could play a big role in the fight for the climate. Marco Alvera, CEO of Italian energy infrastructure company Snam and author of the book, 'The Hydrogen Revolution,' joined Cheddar Climate to explain the role hydrogen plays in helping achieve a net-zero future.
Vietnam's first global automaker is coming to the United States. VinFast unveiled the company's full EV lineup of five models at CES 2022. A reservation program for its first two electric vehicles, the VF 326 and the VF e35, officially opened on Wednesday, with the company set to announce the vehicle's retail prices in the U.S. and Vietnamese markets. VinFast is also one of the world's first automakers to apply blockchain technologies to the process of certifying reservations, payments, and eventually vehicle ownership. VinFast CEO Le Thi Thu Thuy joined Cheddar News' Closing Bell to discuss.
