Jack Daniel’s Celebrates LGBTQ Pride with #FlavorsOfPride

Jun. 13, 2018

Pride celebrations this year will be a little more fabulous, thanks to Jack Daniel’s Country Cocktails and their #FlavorsOfPride mobile video art installation. From the outside, #FlavorsOfPride looks to be just like any other custom-built promotional truck, but this truck contains an incredible multimedia experience. It uses video mapping and capture technology to incorporate visitors’ images into a program that utilizes three-dimensional mannequins and Jack Daniels barrels in conjunction with a projected video which “celebrates the LGBTQ community's increasing diversity across genders, ethnicities, sexualities, religions and generations,” according to a statement from Brown-Forman.

The truck made its grand debut at the LA Pride Festival this month, where guests were invited to have their faces captured and woven into the visual presentation. Jack Daniel’s encourages those who couldn’t make it to LA Pride this year to celebrate Pride and LGBTQ diversity via social media by sharing their photos and stories with the #FlavorsOfPride hashtag.

"Celebrating individualism and living life on your own terms are hallmarks of the Jack Daniel's legacy,” said Fabricia da Silva, Brown-Forman Corp. Multicultural Field Marketing Manager. She explained why the company created such an incredible and outlandish experience for LA Pride this year, adding "As a first-time sponsor, we wanted to create something out of the ordinary that demonstrated our commitment to the LGBTQ community. We were inspired by the incredible diversity represented in the LGBTQ experience, which is colorfully represented through our #FlavorsOfPride project."

Estevan Montemayor, CSW/LA Pride Board President praised the installation, saying, "We're honored to have Jack Daniel's as an official sponsor of 2018 LA Pride and be the site of their #FlavorsOfPride launch."

Breakthru Beverage is proud to work with a brand making such bold moves and reaching out to consumers in new and exciting ways. We look forward to seeing more incredible initiatives from Brown-Forman, and we are proud to bring their full portfolio of brands to businesses throughout the country. Talk to your Breakthru Sales Consultant about how to grow your business with their spirits.

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