Have the big brands finally gone too far in their desperate bids to ally themselves with the LGBT movement?
It’s June, which means it is Pride month. Which means brands are desperately painting rainbows over their merchandise in an attempt to seem woke. Ikea, for example, has launched rainbow shopping bags to bring queer cheer to the budget-furniture shopping experience. The shaving-kit company Harry’s has given us rainbow razors for a more progressive depilatory session. And Listerine has come out with a rainbow-themed bottle of mouthwash for gayer gargling.
I was pretty sure that Pride-branded mouthwash was the peak of performative corporate ally-ship, but, just a few days ago, Budweiser UK came along and told Listerine: “Hold my beer.” Rather than just smothering its cans in your run-of-the-mill rainbow flag, Budweiser – which is an official sponsor of Pride in London – decided to up the ante with limited-edition cups featuring nine flags that “celebrate the diversity within the LGBT+ community”.
Continue reading...from The Guardian http://bit.ly/2HVJhuO
