Marketing the Rainbow: A tram down your throat: from welcome to hate in 6 seconds

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It was Pride Month, and that’s mostly about rainbow attention…

Pride Month campaigns: pinkwashing or allies?

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Events are often a great reason for a campaign. June is Pride…

Marketing the Rainbow: The oldest rainbows

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Nowadays you have all kinds of (online) marketing, but ‘in…

Royal Dutch Shell goes from yellow and red to the six-colored rainbow

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No matter how big and old the company is, they have a clear…

The internal DE&I Marketing of Royal Dutch Shell

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Royal Dutch Shell & Marketing the Rainbow: about Shell's…

Super Bowl-ads: What Would Jesus Do?

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We always think that we are there in the Journey from Representation…

Marriott scores with celebrities, wedding boats and the Gay Games

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The attention to the LGBT target group is sincere and structural…

How Mormon Marriott Embraced the Rainbow

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LGBT are often considered The Ideal Traveler: they travel more…

Zalando’s journey from activism to size-inclusive shoes

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From dazzling online campaigns to activations at events, and…

Zalando goes from controversies to hidden stories

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Zalando is a relatively young company, but started Marketing…

Spain has 6.8 billion reasons to love rainbow tourists.

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Read my blog for ILOVEGAY.

How Spain markets itself as a rainbow destination

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In Spain they know: it is a good idea to open up to LGBT tourists.…

Everyone’s Gay in Amsterdam

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Amsterdam does not seem to understand that they can alleviate…

I Amsterdam

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In 2004, Amsterdam hired the prestigious advertising agency…

Gay Capital

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What determines the choice of those rainbow travelers for their…

The ideal traveller

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The cards have not yet been shuffled. Although there are many…

Diversity & language

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Many groups have developed their own language, at least words…

Playing with Pronouns

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Reaching young people with expressions of diversity as an everyday…

The Rise and Fall of Abercrombie & Fitch: The Fall

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A remarkable journey of an – especially by American standards…

The Rise and Fall of Abercrombie & Fitch: The Rise

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Abercrombie & Fitch is a well-known clothing brand that…

LEGO does the rainbow and the alphabet

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Toy manufacturers are increasingly thinking in rainbows, reaching…

WERK! Diversity for kids

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Toy manufacturers are increasingly thinking in rainbows, thus…

Marketing the Rainbow: Barbiemania and the shortage of pink paint

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Mattel gave Gerwig a free hand (although they actually wanted…

Marketing the Rainbow: Avis tries harder

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"Avis is not the cheapest of the car rental companies," said…

Marketing the Rainbow: Bud Light and the 4 billion dollar woman

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Although Budweiser has a long and continuous history in Marketing…

Marketing the Rainbow: Dutch retailer HEMA loves everybody

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Hema (est. 1926) has been paying attention to the LGBT community…

Marketing the Rainbow: Get Woke, Go Broke

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Can you just be ‘woke’ as a brand or will that be punished…

Marketing the Rainbow: It’s Fresh

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The fmcg market is a very active participant in Marketing the…

Marketing the Rainbow: pop music as marketing tool

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Music does not always have a message and is not always a marketing…

Marketing the Rainbow: Unilever 3 – Cornetto’s Asian love stories

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Unilever's ice cream brand Cornetto has done some varied LGBT-themed…

Marketing the Rainbow: Unilever 2 – Ben & Jerry’s trans-activism and marriage equality

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A perfect 10 for Unilever's ice cream brand. The idiosyncratic…

Marketing the Rainbow: pronouns

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It is commercially (and socially) interesting for a company…

Marketing the Rainbow: Unilever 1 – Magnum: Pride ice cream and the ‘lesbian wedding’

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fter a one-off early expression in Spain, it remained silent…

M&M’s causes Chinese supremacy and lesbian invasion

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M&M's: woke, lesbian, non-binary, trans, androgynous, and…

Marketing the Rainbow: the process – and all that came before

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I’ve been writing about ‘Marketing the Rainbow‘ almost…

Marketing the Rainbow: Amstel – I Am What I Am

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Since Amstel committed to attaching the values Inclusion &…

Marketing the Rainbow: Gillette between toxic and ally

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Gillette came late to the rainbow podium, but before the 'easy…

Marketing the Rainbow: The legend of Lesbaru

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Subaru was an early starter in Marketing the Rainbow with the…

Marketing the Rainbow: Sprite uses hate as a marketing tool

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Mother Coca-Cola has had a perfect score on the Human Rights…

MARKETING THE RAINBOW: SPORT AND (UN)SPORTSMANSHIP

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As for so many activities, LGBT people organize plenty of sporting…

SUPPLIER DIVERSITY… OR WHY YOU NEED A SUPPLIER DIVERSITY PROGRAM

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“Supplier diversity is a business strategy, not a feel-good…

BeNeLux LGBTIQ+ Business Chamber

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On August 1, 2022 the BeNeLux LGBTIQ+ Business Chamber* (BGLBC)…

Marketing the Rainbow: The Men from Atlantis

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Atlantis is the undisputed leader in gay cruises, and probably…

Marketing the Rainbow: Booking.com misses relevance with old news and vague promises

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Booking.com misses the mark with “revealing” studies that…

Marketing the Rainbow: Home Deco

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A lot of money is spent on renovation, furnishing and remodelling…

Marketing the Rainbow: fly, fly away

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The battle for the favor of the LGBT travelers also takes place…

Marketing the Rainbow – Diesel, for succesful Loving

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Diesel is a rebellious brand, that has integrated sexual fluidity…

Haters and trolls: the ‘letter to the editor’ of the 21st century

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Everyone knows that you really shouldn’t pay attention to…

Marketing the Rainbow: 5 bizarre LGBT videos

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"Bizarre" as marketing tool. Five examples of bizarre LGBT videos:…

Marketing the Rainbow: TRANSparancy

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March 31st. Today is International Day of Transgender Visibility.…

Marketing the Rainbow: transgender people as a target group

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On Thursday it's International Transgender Day of Visibility.…

Marketing the Rainbow: Airbnb wants everyone to belong

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Airbnb was a (very) late starter, but now has a consistent and…

Marketing the Rainbow: 5 videos that went viral

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We all want to go viral, don’t we? But can it also be for…

Marketing the Rainbow: Uberweddings, Pool, Jump, Eats and drag queens

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In spite of some incidents with the drivers Uber has a consistent…

Marketing the Rainbow: Zeeman

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Although we have seen some groundbreaking clips from Dutch clothing…

Marketing the Rainbow: Big Tobacco

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The controversial product 'tobacco' is widely used in Marketing…

Marketing the Rainbow: looking for a partner?

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Even though most of the word homosexuality consists of “sexuality”,…

Marketing The Rainbow: from Representation To Respect

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I have developed the following formula to represent the…

Cultural Sensitivities and Social Engagement in Marketing

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How do you, as a marketer or brand, deal with cultural sensitivities?…

Marketing the Rainbow: Iceland is cold but heartwarming

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Iceland is cold but heartwarming. Rainbows from the airport…

Marketing the Rainbow: 4 reasons to put your diversity into practice (plus two bonus reasons

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For ILOVEGAY.net I wrote the article Marketing the Rainbow:…

Marketing the Rainbow: The rules of market segmentation.

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I wrote this article for Pink Media's ILOVEGAY.NET. It is a…

Marketing the Rainbow: real estate

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“Gay men and real estate are a dream marketing match.”Financial…

Heineken: from gay vague to inclusivity

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Marketing the Rainbow started way back in 1996. However, the…

The three striped company

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In 2014, the company started paying (extra) attention to its…

The SKYY is the limit

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Since its inception in 1992, SKYY has been a staunch supporter…

ABN AMRO and their casual diversity

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In the Human Rights Report 2020, they write:Over the years,…

Apple as a role model

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In August 2018, Apple became the first publicly traded U.S.…

Gay wines

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In the last two decades, competition in the beverage sector…

Queer beer

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Queer beers? How can a beer be queer, or gay? Like with "gay…

Stolichnaya: a brand born from the rainbow

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Stolichnaya, better known as 'Stoli', is a vodka made of wheat…

A pink Cadillac?

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Since the purchase of a car involves quite a substantial amount…

Fashion

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The global apparel market is valued at a whopping $3,000,000,000,000,…

That’s Entertainment

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It is a well known fact that the entertainment industry has…

Travel and Hospitality

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As the global visibility of the LGBT community grew over the…

From hate to endearment: The difference between the Cadbury kiss & the Doritos love story

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Social media hardly has a filter, so everyone can spew their poison there. It’s the difference between disgusting and charming. Reactions to two different forms of Marketing the Rainbow.

Pinkwashing

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Each year during LGBT Pride month (June) or around Pride festivals…

Podcast about Amsterdam Pride 2018

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Christiana Courtright of media agency 180 Kingsday interviewed…

The destructive power of Mike Pence

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He may be Vice President now, but not so long ago Mike Pence…

A wedding party with 28 million guests

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On June 25, 2015 (the same date that saw the end of racial…

A wedding party with 28 million guests

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On June 25, 2015 (the same date that saw the end of racial…

6.8 billion reasons to love gay tourists

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In 2005, members from the Spain’s People’s Party led…

Google Plus-minus: failing successes or successful failures?

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If you do not like Microsoft, you take a Mac. If you do…

Why abortion is allowed, but a nipple isn’t. The random censorship of Facebook.

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Because Facebook is free, the folks up in California decide…

Marketing the Rainbow (4) – WHY?

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In the past 4 decades many companies, from local businesses to…

Calvin Klein and Anne Frank are beliebers

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Calvin Klein has been known for decades for his controversial…

Calvin Klein and Anne Frank are beliebers

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Calvin Klein has been known for decades for his controversial…

Nous sommes Charlie

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The word, the pen, the ink, the print The smile, the nod, the…

Marketing the Rainbow (3) – Now, about that Rainbow…

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Somewhere over the rainbow, Way up high … These lyrics…

Branding beer with a foamy lip

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I am not a beer drinker. Yet I was confronted a number of times…

Marketing the Rainbow (2) – LGBT and all that goes with it

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Last time I told you about “LGBT“. When I started out my…

Marketing the Rainbow (1) – Introduction

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I am doing my PhD Research about Gay Marketing, and would like…