Smirnoff has a long history of supporting LGBT+ Pride, so creating a limited edition bottle to promote this season isn’t a new idea. The challenge lies in creating a unique design that bucks the convention of slapping the Pride rainbow on everything with perhaps not thinking about its true meaning.
To help Smirnoff support British Pride in 2017 – and to spread Pride's positive message in a unique way – we came up with a new take on 'Choose Love'. Without turning our back on the iconic rainbow, we created a symbolic design that has the potential to change attitudes and behaviours – a design that has real power, presence and meaning.
We created a series of 6 bottles, one in each colour of the Pride flag. Working closely with illustrator Rob Bailey, we Art Directed a range of beautifully observed illustrations of embracing couples, all in his signature, minimalist style. The couples have been meticulously crafted to represent national diversity and inclusivity, an idea that is central to the Smirnoff brand. Each bottle was then individually numbered, linking it to its colourful position within the Pride flag. The inclusion of a Snapchat lens allowed consumers to capture and share their own Pride celebrations, wherever they were.