SMIRNOFF VodkaLaunches New ‘Welcome Home’ Campaign Supporting Inclusivity & Equality for All

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There are six versions of the Smirnoff “Welcome” bottle, and on each one the iconic Smirnoff label is replaced with “WELCOME” spelled out in a different language — English, Spanish, French, Italian, Russian and Mandarin.

Smirnoff is launching its new “Welcome Home” campaign to roll out the welcome mat for the millions of LGBTQIA+ community members and allies expected to travel to New York for Pride celebrations.

Continuing its decades of support as an ally in the ongoing fight for equality, while making its Pride footprints louder and prouder than ever before, Smirnoff is teaming up with Orange Is The New Black actress and LGBTQIA+ advocate, Laverne Cox; star of Dancing Queen and RuPaul’s Drag Race, Alyssa Edwards; and Queer Eye television personality, hairdresser and web series star, Jonathan Van Ness for the campaign.

The Smirnoff “Welcome Home” campaign includes a digital video series; an immersive experiential pop-up; two styles of limited-edition Smirnoff №21 Pride bottles; a fabulous float at the NYC Pride March and a continued donation commitment to Human Rights Campaign (HRC), the United States largest LGBTQIA+ civil rights organization.

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The LGBTini from Russia is made with 1.5 oz Smirnoff №21 Vodka or Smirnoff “Love Wins” Vodka, .25 oz Dry Vermouth and 5 Green olives.

“Smirnoff is enjoyed around the world by the LGBTQIA+ community and its allies. In the spirit of our brand’s international footprint and building off decades of support, we are continuing to push for global equality through our new ‘Welcome Home’ campaign and our continued commitment to HRC,” said Jay Sethi, Vice President, Smirnoff, DIAGEO North America. “While 85% of LGBTQIA+ consumers want their community represented in brand campaigns,1 only 12.6% of marketers actually include them in their annual media planning.2 As the №1 vodka brand in the world, we have taken a stance to support this community year-round, as evidenced through our work with Laverne, Jonathan and Alyssa across both Pride and non-Pride campaigns.”

“When Smirnoff asked me if I would be a part of their ‘Welcome Home’ campaign, I immediately said yes,” said brand partner and LGBTQIA+ advocate Laverne Cox. “Their beautiful message is all about welcoming our community home to New York where the famous Stonewall Uprising took place 50 years ago. I hope our work 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!”

No matter where you’re from, who you love or how you identify, please remember to drink responsibly and celebrate Pride with an open heart. New York is home. Pride is here!

Written by

Tony Bowles is one of the youngest sought out journalists in the media world. He focuses on lifestyle, travel, entertainment, food and more! Based out of NYC.

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