Love Keeps Winning with Smirnoff

Jul. 10, 2018

Smirnoff Vodka is quickly becoming synonymous with the LGBTQ community, and Pride in particular, through their “Love Wins” LTO bottle designs, which feature rainbow colors and the photos of real-life LGBTQ couples. In addition to that visible show of support, Smirnoff is also a donor to the Human Rights Campaign (HRC), and the company recently announced an increase in its financial commitment to HRC with an additional $1 donation for every “Love Wins” bottle sold. Moreover, Smirnoff has committed to a minimum donation of $1 million over three years, starting in 2019. Smirnoff has previously donated almost half a million dollars to the HRC in 2017 and 2018 through the “Love Wins” campaign.

“These crucial resources will help fuel the fight for LGBTQ equality and accelerate the pace of progress in the years ahead,” said HRC President Chad Griffin in a recent post. “We are grateful for Smirnoff’s pledge to donate an additional one million dollars to the Human Rights Campaign, for their continued support of the LGBTQ community, and for those who put their passion for equality to work by making this campaign possible.”

The HRC announced that the funds “will go towards supporting local HRC events to drive awareness of the fight for LGBTQ equality and help empower those who are leading that fight for equality in HRC’s 32 volunteer-led local steering committees in communities across the country.” Smirnoff and Diageo are also supporting the HRC through Smirnoff “Love Wins” pop-up bars at seven galas across the United States. At each bar, visitors will see Smirnoff’s “Love Wins” bottles and enjoy custom “Love Wins” cocktails.
Breakthru is proud to join Smirnoff and Diageo in promoting equality and inclusivity throughout the nation and in our shared markets. 

“Inclusivity is a part of our brand’s DNA,” Jay Sethi, Vice President, SMIRNOFF, Diageo North America, told the HRC. “We have always believed that SMIRNOFF should be enjoyed by everyone, no matter what you look like, where you live, what your background is or who you love. We know how important it is to support LGBTQ efforts across the entire nation.”

The “Love Wins” campaign and LTO packaging launched in May of 2017, in time for Pride celebrations nationwide, and has become a hotly anticipated offering each year. This past February, the HRC awarded Smirnoff, and Diageo, with the prestigious 2018 Corporate Equality Award for their work in support of the LGBTQ community and equal rights.

This year, Smirnoff launched a redesigned “Love Wins” bottle, updating the packaging with photos of 34 photos submitted by couples from around the country, like Jessica and Whitney from Alabama, or Jeremy and Wutichai from Washington, D.C. Each bottle of “Love Wins” is completely unique, according to the HRC, with a different set of photographs of real people in love and the iridescent rainbow aesthetic the bottle has become famous for.

Breakthru is honored to bring these iconic symbols of equality, respect and joy to businesses throughout the country each year, and we applaud our partners at Smirnoff for their continued commitment to equal rights for all. Talk to your Breakthru Sales Consultant about how your business can grow, and support LGBTQ rights, with Smirnoff.
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