Skip to Content

Taking LCBO Beyond the Glass to Build a More Inclusive Pride


Consumer & Lifestyle


During the saturated Pride timeframe, LCBO needed to create distinction and showcase its support of diversity in the 2SLGBTQI+ community, which faces constant stigmatization, discrimination and underrepresentation in the beverage alcohol industry. We also knew many felt Pride was not inclusive to BIPOC communities.


Real representation is the key to authentic celebration. To showcase support of the community, the storytelling must come from within – not from LCBO.


As part of the Love Pairs with Everything campaign, Proof went beyond the glass and traded specialty cocktails for social commentary. We tapped BIPOC creators from the 2SLGBTQ+ community to share stories of how LCBO’s diverse charity partners and fundraising efforts were leading to real impact. We showcased these efforts at a celebration event aimed to further spread the word and help drive donations in-store.


Our audience-driven collaboration with the LCBO and its charitable partners helped drive customers in-store, leading to more than $2 million in donations. This was done through the meaningful content from our BIPOC creators (including LCBO’s first-ever foray on Tik Tok) and more than 228 organic social posts (in under 24 hours) during our jam-packed, star-studded celebration event.

Let's Work Together

Contact Us