Equality, inclusivity, diversity – terms that we seldom boast about but little do we care about. Brands are the biggest influencers (and you cannot eye roll to that!) However, not all brand-makers are ready to meet the realistic expectations of consumers with real-world campaigns. So, we’ve filtered down from the myriad of diverse campaigns and curated a rundown of the most heartwarming campaigns you cannot help but be proud of.
Coca Cola – “Hilltop”
Coca-Cola has never shied away from embracing diversity in its campaigns. In 1971, the brand did something huge. A groundbreaking ad that put young adults from all over the world on a hilltop in Manziana, Italy singing away to the jingle “I’d like to buy the world a Coke”. Different races, cultures, and ethnicity unite at a place over a common element – a bottle of coke. Since then, the company has been storming the advertising arena with unique campaigns, one being the “Share a Coke” campaign.
Procter & Gamble – “The Talk”
Blacks have been subjected to unfairness and injustice even today, and seldom it becomes difficult to talk about them. P&G in its thought-provoking advert “The Talk” breaks the boundaries of silence, exposing the closed-doors conversations that African-American moms have with their children.
Bumble – “Find me on Bumble
Is it not common to find weird and creepy people over dating apps who taints our faith in the products? But, Bumble did something different. Instead of using high fashioned models and actors, the brand resorted to real-life users, or we can say “Inspiring New Yorkers”. From a political operative to activists from diverse backgrounds came front and center and Bumble celebrated their inspiring stories with New York.
Individuals with disabilities are extremely underrepresented in mainstream advertising and marketing. A large number of brands are now using instagram as a way to reach millennials.
In this example, cosmetic company Urban Decay shares an Instagram reel video featuring Grace Key, an entrepreneur, artist, makeup artist, actor, philanthropist, and founder of the clothing brand Candidly Kind who is widely known for her advocacy around Down Syndrome, a condition she was born with.
This post draws attention to a “new” face of beauty and cosmetics that rarely gets highlighted in mainstream media and gives a nod to the community that they too are valued and loved members of the Urban Decay family.
Third Love – “To Each, Her Own”
Head over to their website and social media pages (if you haven’t already). We are waiting.
Did you get the clue? Their aesthetic is ingrained with inclusivity and you won’t find yourself immersed in the stale notion of “one-size-fits-all”. The intimate apparel brand advocates body positivity and sells realistic dreams, their marketing campaigns being evidence for that matter. The groundbreaking campaign “To Each, Her Own” managed to capture the regular lives of women hailing from diverse cultures and communities.
Starbucks – “Every name’s a story”
Starbucks has been an active pioneer of diversity in its workplace and marketing canvas. Starbucks Stories manifests the out-of-ordinary initiatives the company has taken into spreading awareness and changing lives. The “Every name’s a story” campaign is no different, but a message to people that they can choose their name and hear it out loud.
Consumers have evolved over the years, from wanting to purchase unrealistic dreams to accepting variety. They expect to find themselves within the campaigns that make them more relatable. Brands that have taken notice are already playing it smart and winning away the trust and loyalty of fans.
When you hear diversity, the first thing that (probably) comes to mind is race. But it is way more than that. Society believes being different is a flaw, and this intensifies insecurities resulting in various vulnerable groups. However, being different is what makes you unique and, when you embrace the differences, you become stronger.