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LCBO #ToastToPride

“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 600 stores. As one of the world’s largest purchasers of alcoholic beverages, it wanted to show its equally large support for Pride month. We created a new platform featuring messages of equality, support and diversity, paired with illustrations that contain meaningful historic cultural icons such as the pink triangle, the rainbow flag and the equality symbol. The result is a campaign that raises a glass to Pride with an inclusive voice, in every corner of Canada’s most populated province.

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Promoting equality authentically

#ToastToPride promotes diversity and inclusion in-store, across social media channels, with limited-edition Pride merchandise and products as well as a fundraising initiative that invites customers to express their pride. The campaign reflects the festival’s creative look and feel while integrating messages of acceptance and the meaning behind common LGBTQ2+ symbols.

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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 660 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.