The campaign was originally launched last year during Pride month, but it exceeds only one date because the significant thing about redesigning a brand's glass is that the initiative and its meaning lasts over time.  We wanted to create a new symbol that would pay tribute to Harvey Milk and Gilbert Baker's Rainbow Flag, so inspired in Newton´s Prism we redesigned our glass which would let our message come to life every time someone drinks Skyy Vodka. We started with a teaser inviting influencers from the LGBTIQ+ community to a pride event before the official march, generating a lot of WOM and expectations around what Skyy Vodka was about to reveal. Then we launched the glass on a pride event in IK Projects, an art gallery where influencers, media and consumers were introduced to the new glass and were able to get one and take it with them. 

We managed to have a production that allowed us to be present in every local Pride event in the social agenda. We covered brunches, bars, restaurants, art galleries, social gatherings, pride events. We supported the initiatives of NGOs such as "Presente" and even sponsored theatre plays carrying a message of equality and inclusion. We were present marching with our glass in the official Pride March in Lima on June 29th, and we continued to celebrate in Matadero, one of the biggest and most iconic Pride Parties in Peru. People would even attend the pride events with their Skyy Vodka glass. 

This year presented a real challenge because the Covid-19 pandemic context made it impossible for the LGBTIQ+ community and its supporters to march. This gave us the idea to give people an icon through which they could express their support for the community and which could serve as a  reminder to every one of the importance of continuing to support and carry a message of equality, love and inclusion. We launched a second version of the film for Pride 2020 and sent the glass to influencers, consumers and media inviting them to join us on social media.

The campaign outcome has been humbling. It’s been amazing to see people interacting with the glass and see their faces when the rainbow appears. The most important thing for us was that we managed to push the glass into the cultural zeitgeist and make it something the pride community really felt they could own as a way to spread a message of equality, love and inclusion in a society as Peru that is still very conservative in many ways. As we stated, the idea with the glass was to exceed Pride Month and have the product and message carry over as a symbol of Pride all year long. This is why we keep expanding its exposure in brand events and touchpoints, and will continue to support community initiatives that align with our message.