In its latest show of support for the LGBTQ community, Smirnoff has created a limited-edition “Love Wins” packaging design that ties in with donations to the Human Rights Campaign (HRC).
No two of the bottles are identical, according to Smirnoff. They feature an iridescent, rainbow-colored backdrop; a new LGBTQ Smirnoff logo; and a variety of
images of “real love and real people” taken by Sarah Deragon, a San Francisco-based photographer who founded the Identity Project.
The vodka brand will donate $1 to the HRC for every bottle made (a minimum of $260,000). The special bottles are available in 750 ml and 1-liter sizes of Smirnoff 21.
In addition, Smirnoff is encouraging couples over the age of 25 to submit their photos to a microsite for the opportunity to be featured on the next bottle pack design in 2018.
For every eligible photo submitted between May 23 and Sept. 30, Smirnoff will donate an additional $1 to the HRC (up to $10,000).
The brand’s efforts to drive awareness of the bottles and associated contest include promoting them on its social media channels and outreach through LGBTQ influencers.
Smirnoff and its parent, Diageo, have had a longstanding partnership with the HRC, and the company has been named one of the “Best Places to Work for LGBT Equality.” Smirnoff has hosted or sponsored numerous fundraising and entertainment events as part of its ongoing support of the community.