American drinks company Beam Suntory has released a new marketing campaign, 'Different by Design', for its Effen Vodka range, aimed at celebrating self-expression and diversity.
The campaign will launch this month in the US and encourages fans to ‘break convention, welcome creativity and be unapologetically true to themselves’.
It will see the release of the brand’s first limited-edition Pride bottle throughout the month of June.
Self-Expression
“Different by Design aims to honour and support our consumers and what’s important to them in today’s world,” said Stephanie Kang, Marketing Director for Effen Vodka.
“A unique point of view and fearless, honest self-expression are some of the most powerful tools available to every person, and Effen is proud to champion those who embrace that spirit.”
For every limited-edition Pride Bottle made, Beam Suntory donated $1 to Outfest, an organisation that promotes LGBTQ equality by creating, sharing and protecting LGBTQ stories on the screen.
Christopher Racster, Executive Director for Outfest, added, “The LGBTQ community has always pushed the boundaries of convention. Outfest embraces that heritage and works to assure the stories that reflect our unique experience are seen and heard.
“We are incredibly proud to partner with a company that also pushes boundaries and takes creativity, difference and self-expression to heart.”
The Effen Pride bottle is available in stores across the US.
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Aidan O'Sullivan. Click subscribe to sign up to ESM: European Supermarket Magazine.
