The Brands of Pride 2016
It was the summer of 2003,
and I took a chance.
I was running my own
advertising and promotion
agency and my biggest client was Tylenol.
This particular client was very progressive
and aggressive, so I knew I could be bold
and suggest that we advertise Tylenol PM to the
gay market…and that we should support
June Pride Month by sponsoring
New York’s Gay Pride.
agency and my biggest client was Tylenol.
This particular client was very progressive
and aggressive, so I knew I could be bold
and suggest that we advertise Tylenol PM to the
gay market…and that we should support
June Pride Month by sponsoring
New York’s Gay Pride.
“Targeting a brand new market
that’s never been tapped
would generate incremental sales,” was my argument to him.
would generate incremental sales,” was my argument to him.
He agreed and I jumped head
first into developing
advertising and promotion for the very first OTC
product to ever support the gay community.
advertising and promotion for the very first OTC
product to ever support the gay community.
The work was incredibly
rewarding both personally
and professionally. I was letting go of my fear of being
out at work, and I was helping my clients legitimately
grow their business.
and professionally. I was letting go of my fear of being
out at work, and I was helping my clients legitimately
grow their business.
Couldn’t get much better than
that!
Of course as a result, I was
professionally “outed”
by the trade press, when they signaled the
importance of the campaign and its “first ever.”
First ever for me too.
by the trade press, when they signaled the
importance of the campaign and its “first ever.”
First ever for me too.
While it would be no big deal
today, it was a
really big deal back in the day.
really big deal back in the day.
I was afraid that I’d lose
clients. I had two young
children that I was raising, so I had a right to be
afraid. Although I was scared, I knew that it was
the right thing to do. It was inevitable, to tell you
the truth, so I might as well be proactive and
take the bull by the horns.
children that I was raising, so I had a right to be
afraid. Although I was scared, I knew that it was
the right thing to do. It was inevitable, to tell you
the truth, so I might as well be proactive and
take the bull by the horns.
So I’m sure you can imagine
the sheer joy I feel
when I see so many brands today supporting
gay inclusion, marriage equality, and equal
rights for all.
when I see so many brands today supporting
gay inclusion, marriage equality, and equal
rights for all.
Sheer joy is the only way I
can describe how
I felt when I just recently saw Colgate’s first
ever gay-inclusive commercial in Mexico.
A first for the brand and for the country.
I felt when I just recently saw Colgate’s first
ever gay-inclusive commercial in Mexico.
A first for the brand and for the country.
Sheer pride is how I feel
when I see how Target
is supporting LGBT rights, perhaps at its own
expense. They even have a “Pride Store”
within their stores.
is supporting LGBT rights, perhaps at its own
expense. They even have a “Pride Store”
within their stores.
Sheer laughter is what I do
when I see the new pride-full
sneakers from Converse.
sneakers from Converse.
And sheer “Cheers!” is what I
do when I see
Budweiser’s extension of their Campaign
campaign featuring same-sex marriage.
Budweiser’s extension of their Campaign
campaign featuring same-sex marriage.
I walked by TD Bank and saw
that they too are
supporting Pride Month. Chase too. I saw a
social post from the employees of Bloomingdale’s
honoring #Orlando. And at the airport I was
greeted with “Happy Pride” as I boarded my flight.
supporting Pride Month. Chase too. I saw a
social post from the employees of Bloomingdale’s
honoring #Orlando. And at the airport I was
greeted with “Happy Pride” as I boarded my flight.
These brands are only a
sampling of the brands
that are joining the celebration of Gay Pride this
month, thank you Mr. President. And now he’s
made #Stonewall a National Monument.
Never thought I’d see the day.
that are joining the celebration of Gay Pride this
month, thank you Mr. President. And now he’s
made #Stonewall a National Monument.
Never thought I’d see the day.
I truly literally never thought I’d
see the day…the day
when we aren’t afraid to say who we are for fear of
losing our jobs or putting our families at risk.
when we aren’t afraid to say who we are for fear of
losing our jobs or putting our families at risk.
Now I realize that we have a
long way to go, and
we’ve recently taken a few steps backwards, but
Pride Month is all about moving forward, and
celebrating that which makes us special.
we’ve recently taken a few steps backwards, but
Pride Month is all about moving forward, and
celebrating that which makes us special.
So I offer a hearty “thanks”
to all those brands
that help make that happen and continue to
support us all.
that help make that happen and continue to
support us all.
With a special shout-out to
my alma mater,
Johnson & Johnson, for showcasing gay
dads in their latest work for the brand Johnson’s
Baby Products. Makes me feel like I’ve
come full circle.
Johnson & Johnson, for showcasing gay
dads in their latest work for the brand Johnson’s
Baby Products. Makes me feel like I’ve
come full circle.
Happy Pride! For us all!
What's your experience? JIM
PS - Special #Pride promotion direct from the
publisher of "Out and About Dad."
Signed copy for $19.99!
What's your experience? JIM
PS - Special #Pride promotion direct from the
publisher of "Out and About Dad."
Signed copy for $19.99!