“The LCBO is proud to continue to support Pride with a new and innovative campaign that reflects our business and commitment to diversity and inclusion. From our employees to our customers, our communities are stronger because of our diversity.”
George Soleas
President & CEO, LCBO
The LCBO is Ontario’s government-operated liquor board, operating more than 680 stores. As one of the world’s largest purchasers of alcoholic beverages, the LCBO wanted to show its equally large support for Pride Month. For five years, LG2 worked with the LCBO to build a platform championing equality, support, and diversity, paired with activations and designs that contain meaningful 2SLGBTQI+ symbolism and messaging. Alongside LCBO’s Good Partnerships program, the platform helped raise funds for equitable healthcare, youth development, and more for queer communities across the province.
The result is a body of work that has adapted in response to a changing society, but always with the express purpose of celebrating diversity. No two Pride Months look exactly alike, but the belief that Love Pairs with Everything is always the heart of the work. And that’s worth raising a glass to.
Promoting equality authentically
#ToastToPride promotes diversity and inclusion in-store, across social media channels, with limited-edition Pride merchandise and products, and through fundraising initiatives that invite customers to express their pride. The campaign reflects the festival’s creative look and feel while integrating messages of acceptance and the meaning behind recognizable 2SLGBTQI+ symbols.
Client
The LCBO (Liquor Control Board of Ontario) is an Ontario government enterprise and one of the world’s largest buyers and retailers of beverage alcohol. Through more than 680 retail stores, catalogues, e-commerce, special order services, more than 210 agency stores, which provide cost-effective, convenient and socially responsible access for rural consumers, and as wholesaler to almost 250 grocery stores, the LCBO offers more than 26,000 products annually, from more than 80 countries, to consumers and licensed establishments.
