Campaigns for Positive Change
Our industry still has a far way to go, but we've made some incredible leaps over the last few years towards promoting greater inclusivity, diversity, and transparency across all walks of life. Here are some of our favourite moments:
Tommee Tippee #thebooblife
One woman’s beer is another baby’s breast milk. We’re kicking off with Tommee Tippee, who’ve followed the lives of four new mums facing the true realities of the ‘fourth trimester’.
Campaign put it perfectly when they said: “All this matters because, as research from Tomee Tippee found, the majority of women feel judged when it comes to infant feeding, and are often underprepared and vulnerable when they come to do it. More open discussions of what infant feeding really entails will help prevent women from having false expectations.”
Tomee Tippee’s campaign speaks to us on a deeply human level, bringing a refreshing point of view to both the daunting task of new motherhood, and how we portray women’s bodies in the media.
SMIRNOFF #CHOOSELOVE
For Pride 2017, Smirnoff turned hate into love by inviting artistic responses to hate speech found on Twitter. Creatives from across the world selected difficult-to-digest Tweets to inspire memorable messages filled with love and hope. The anti-trolling artworks were proudly exhibited on 6th-7th July.
Flux Magazine summed up the concept brilliantly: “By taking the offensive tweets out of the anonymous, personal, digital environment and reacting in a positive way, the Smirnoff #chooselove campaign will spread love and bring the issue to public attention.”
Smirnoff’s campaign not only transformed the negative into something beautifully positive – it also created a community connect by driving change. Two things this world definitely needs more of!
Artwork by Matt Lyon for Smirnoff #chooselove 2017
SAINSBURY’S CHRISTMAS 2020
Sainsbury’s using an all black cast for their 2020 Christmas advert caused mass hysteria online – racists trolls took to Twitter to proclaim the ad didn’t represent a proper ‘British Christmas’. After a year where race issues were brought starkly to the fore by news from across the globe, this reaction felt like yet anotherset back for society – especially when Aldi’s family of carrots (yes, carrots) didn’t incite any issue at all…
Our faith in humanity was partially restored when competitor retailers all came together to promote inclusivity, broadcasting the message #StandAgainstRacism as their own Christmas ads aired back-to-back on Channel 4.
We hope ad - and its ultimately unify effect – paves the way for future campaigns to defy divisive attitudes, and stand up for diversity.
Jack Daniels ‘MAKE IT COUNT’
Unveiled in late 2020, Make It Count is the biggest ever global campaign from the world’s bestselling whiskey, and features the first consistent tagline to be used throughout all Jack Daniel’s comms.
The ad reeks of the equality we’ve been waiting for in ABL alcohol marketing, showcasing a truly diverse cast in a totally unforced manner. We love the dual resonance of ‘first timers’ trailblazing American whiskey and also social change, and seeing one of the world’s biggest brands making their voice count.
CONSTELLATION BRANDS MAKE MEANINGFUL CHANGE
In the wake of the BLM movement in summer 2020, drinks powerhouses have pledged large sums to ensure our industry is more diverse and equal for POC. A particular shout out goes to Constellation Brands in the US, who have pledged 100million in support of black and minority owned businesses across the pond, and promised to address racial profiling and unconscious bias. The memo from Mike McGrew, EVP & Chief Communications & CSR Officer for Constellation is a great and inspiring read.
Constellation also made a similar move back in 2018, pledging huge sums to combat sexism and drive gender inclusivity within the industry. More of all this, please!
TIME IS UP ON JIM MURRAY
One of our top moments from 2020 had to be when Becky Paskin called TIME IS UP on Jim Murray. As an individual making a stand against one of whisky’s biggest names – let alone as a female – Becky’s declaration was as brave as it was powerful.
It was brilliant to see brands get behind her on social media and comms. Conversation flourished, and a community geared towards change evolved. While it wasn’t necessarily marketing, we’d argue this Instagram post has been a turning point for our industry, and merits acknowledgment!
Image borrowed from Nike.com
NIKE WOMEN ‘WHAT IS AN ATHLETE?’
Never shy of pushing the boundaries and saying how it is, Nike’s new maternity campaign puts the spotlight on the strength and resilience expectant and new mothers. Their campaign shows real women breathing through the pain, breastfeeding mid-workout and pushing their bodies to the limit – all while sustaining another life too. And the messaging is just as powerful:
”Pregnancy is the ultimate endurance test. A marathon measured in months, not miles. Some days you feel powerful. Other days, you don’t. but you keep going, because you’re a mother”.