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07/06/2021

Target Elevates Brands, Nonprofits for Pride Month

Cyndi Loza
Associate Editor, P2PI
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a close up of a shop

Target tied in to the celebration of Pride Month in June by spotlighting multiple brands and the LGBTQIA+ nonprofits they support, both in stores and online.

In leading activity, PepsiCo's Bubly sparkling water SKUs enjoyed secondary merchandising space on an endcap outfitted with a rainbow header as well as a shelf blocker that directed shoppers to a page within the website of Family Equality, a nonprofit aimed at advancing legal and lived equality for LGBTQ+ families and those that wish to form them. The page plugs Bubly's partnership with the nonprofit on a book, "The Path to Parenthood," designed to raise awareness of the hurdles LGBTQ+ people have to overcome to become parents, with sales proceeds going toward the nonprofit. The page also encourages shoppers to donate to a Bubly-branded "baby registry" to help support financial obstacles such as egg freezing and surrogacy.

Among additional in-store activity, L'Oreal spotlighted its $100,000 donation to Ali Forney Center, an LGBTQ+ community center helping homeless youth, via colorful endcap displays merchandising SKUs from its flagship, Maybelline New York, Essie and NYX Professional Makeup.

On a #takepride page within target.com, L'Oreal and Bubly continued to plug their support for their respective nonprofit partners alongside other brands promoting their own commitments:

  • Danone North America's Silk's support of True Colors United, a nonprofit focused on addressing issues of youth homeless within the LGBTQ+ community. 
  • Johnson & Johnson's work with Family Equality to advance the nonprofit's mission. 
  • Kao Corporation's John Frieda's partnership with education organization GLSEN "to promote confidence, care and courage in LGBTQIA+ youth nationwide." 

Display ads within target.com also plugged J&J's commitment, as well as Harry's' support of The Trevor Project, the world's largest suicide prevention and crisis intervention organization for LGBTQIA+ youth, and Levi Strauss & Co.'s support of OutRight Action International, which works to advance human rights for LGBTQIA+ people globally. 

The Bubly and L'Oreal endcaps, along with most marketing from Target, went beyond the traditional rainbow colors associated with Pride to also include black and brown colors, representing people of color, and white, blue and pink colors to represent transgender individuals.

Rounding out the activity, Target tied in to June's designation as it does annually with exclusive, rainbow-colored merchandise and a donation to GLSEN.

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