Squealing Pig dresses up for Mardi Gras with LGBTQIA+ labels via Wunderman Thompson
Like the thousands who attended the Sydney Gay and Lesbian Mardi Gras Parade over the weekend, this little pig got a little dressed up to celebrate in style, in a new campaign for Squealing Pig via Wunderman Thompson.
Squealing Pig, the official wine and loud and proud partner of the Mardi Gras Festival, gave its most famous brand assets a fabulous makeover to hero the diversity within the LGBTQIA+ community.
The classic ‘little pigs’ rhyme that features on every bottle was re-written to tell nine playful tales that nine unique LGBTQIA+ communities could relate to. And the 5-line colour wave was used to visualise the flag that each group marches under. With the pig icon getting its very own pair of sparkling wings to encourage everyone to “fly with pride”.
Says Fernanda Lopes, senior brand manager, Squealing Pig: “From celebrating the diversity of people that a pan-sexual person is free to love, to someone who discovered their true self wasn’t the gender they were assigned at birth, Squealing Pig Pride Labels are a toast to the many colourful spectrums of love, sexual orientation and gender identity that live among us.”
The labels are being provided with every bottle of Squealing Pig sold at select Mardi Gras supporting venues in Sydney throughout the festival, including the Dunkirk Hotel Pyrmont, Mascot Liquor and Potts Point Food and Liquor.
Says João Braga, chief creative officer, Wunderman Thompson: “We wanted these new bottles to feel just as fun and inclusive as the Mardi Gras itself. People won’t just see their communities represented and celebrated in the colours of these flags, but in the way these unique tales are told with Squealing Pig’s cheeky tone.”
Wunderman Thompson
João Braga, Chief Creative Officer
Lachlan Newham, Associate Creative Director
Jack Elliott, Associate Creative Director
Jonti Groth, Art Director
Jenna Featherstone, Senior Engagement Lead
Elsa Beaumont, Group Business Director
Treasury Wine Estates
Pete Randeria, Director Consumer Experience & Marketing Strategy, Treasury Premium Brands
Fernanda Lopes, Senior Brand Manager, Emerging Brands
Zoe Stiberc, Senior Public Relations Manager
Rebecca Roche – Brand Manager
PR Agency: TLA
Media Agency: Mindshare
6 Comments
Love these
Really vibe the celebration of individual stories and journeys. Lovely stuff.
How many gay people were involved in the making of this so called ‘cheeky campaign’?
What’s that got to do with anything?
Everything! The same way having a women’s POV on female products. Would you like to try again?
But this isnt’ a gay product. Why should there be a gay voice on it? Let me get this – lol – straight: you’re suggesting that a brand shouldn’t celebrate and include the LGBTI+ community unless there is a gay person working on the brand? Can you please explain the rationality behind that argument? I’m a gay woman, by the way. Please tell me how I should feel about this. All ears…