Pride is about the party, not just practicing safe sex.
There are an overwhelming numbers of brands that try to contribute to supporting Gay & Lesbian rights in the western world. Fundamentally and distinctly, they have looked at using brands that link directly to sexual safety (condom brands) and alcohol products (beers brands) as a way, but indirectly can discriminate as it is implicating the spread of diseases etc.
I took a product that has not not being washed continually in this rights movement – and that is toothpaste. Whether you are heterosexual or homosexual, the common theme lies in that people are always going to kiss each other, hence the need to stay fresh in the party seen.
Product Distortion Strategy & Event Marketing Campaign