Taking LCBO Beyond the Glass to Build a More Inclusive Pride

LCBO

Consumer & Lifestyle

Challenge:

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.

Insight:

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

Approach:

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.

Impact:

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.