In partnership with the São Paulo LGBTQ+ Pride Parade Association, Smirnoff became a sponsor of the event’s official podcast
Smirnoff will be present at the 2022 LGBTQIAP+ Pride Parade, which takes place this Sunday (19), on Avenida Paulista in São Paulo. The brand will have a trio that will travel the entire route of the event.
In partnership with the São Paulo LGBTQ+ Pride Parade Association, Smirnoff became a sponsor of the event’s official podcast with interviews and chats about relevant and contemporary issues in the community where, weekly, experts and guests debate topics with the purpose of make society aware and deconstruct prejudices, creating scenarios with information and affection.
“Being present at the Pride Parade is a way of demonstrating the DNA of the Smirnoff brand,” said Patricia Ruggeri, Smirnoff’s marketing manager.
The brand was also present at the 20th Cultural Fair of Diversity of the LGBT+ Parade, which took place this Thursday (16), in Largo do Arouche, where entrepreneurs, artisans and social institutions were able to show their support to the community.
During the Parade, the Smirnoff trio will feature Show Pride, which will bring together seven voices representing the diversity of non-heteronormative orientations: Danna Lisboa, Filipe Catto, Lafetah, Oxa, Piettro, Romero Ferro and WD. The design and curatorship of the project is signed by Estevão Delgado, in addition to being co-created and produced by SUBA, through its verticals SUBA+ for diversity and SUBA MSK for music.
“This is a moment of celebration and reaffirmation of everything we are and of our struggles as LGBTQIAP+”, explained Romero Ferro, who signs the musical and artistic direction of the project.
The trio will also have the presence of the Gambiarra party, which promotes freedom of expression and the attitude of living with joy and fun, without prejudice, in addition to having been elected by Época Magazine as the “best party” for 4 consecutive years, the “most popular” by Quem Happens Magazine and winning for 9 years the Young Brazilian Award as the best party in SP. On Sunday, the party will be attended by DJs Madzoo, Evelyn Cristina and Miro Rizzo and drag queen Regina Schazzitt.
The presentation of the attractions in the trio will be made by drag queen and YouTuber Lorelay Fox, who will be together with more than 50 guests, among digital influencers and opinion makers, who represent the inclusion and diversity supported by the brand.
“We want to increasingly recognize the diversity and plurality of our consumers so that everyone feels represented. For Smirnoff, diversity is a plural theme and that’s why we chose not only to represent a single front, but several, being in fact a diverse brand”, added Paula Lopes, Head of White Spirits at Diageo.