With this campaign, Absolut highlights the importance of representation . If in the golden age of sitcoms there had already been programmes with diverse characters and casts, showing all kinds of realities and family models, we would now be much more tolerant and respectful. But now we have the opportunity to solve this and create cultural products in which all people of the new generations (and not so new ones too) can see themselves reflected.
For its part, the famous corn snack brand created a very emotional spot with a very powerful message for its Day of the Dead campaign in Mexico last year. Under the slogan "It's never too late to be who you are" , they show their support for the LGBTIQ+ community and tell a sensitive and sincere story, while paying tribute to such an important celebration in the country.
Likewise, the feelings of the Day of the Dead, such as albania number data remembering loved ones and feeling connected to them even when they are no longer there, reinforce the values of acceptance and respect that the fight against LGBTIphobia promotes. The campaign shows us a love story between two elderly people, when many times the norm is to reflect the experiences of young people in the community, forgetting that this is a reality that cuts across all ages.
It is worth noting that this is not an anecdotal action by Doritos Mexico, as the brand has made an effort to show a line of communication committed to this group on an ongoing basis and not only on important dates. Giving it visibility and claiming it through more campaigns and actions under the hashtag #OrgulloTodoElAño.
Now that you know what pinkwashing or rainbow washing is, you have all the tools to avoid replicating it and to identify when a brand is taking advantage of a social movement to generate more sales.