SKYY Vodka: Ending Digital Discrimination

SKYY Vodka wanted to increase brand awareness, consideration and perception of LGBTQ+ allyship in the United States, where it has a long supported the LGBTQ+ community.

Campaign details

Brand: SKYY VodkaBrand owner: CampariAgency: Mindshare New YorkMarket: United StatesIndustries: Online display, Programmatic displayMedia channels: Spirits & liquorsBudget: Up to 500k

Executive summary

If this entry were a published article, chances are that it'd get blacklisted because it uses words like 'gay', 'sexuality' and 'trans'. The marketing industry has created a tension where it wants to feature lesbian, gay, bisexual, transgender and queer (LGBTQ+) people in ads, but is annihilating queer media with biased brand-safety algorithms.

Welcome to a new age of digital censorship that...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands