Pride Month in SG: How brands are showing their support and colourful personalities

The US embassy in Singapore, for example, is finding innovative ways to commemorate Pride Month (such as through wearing rainbow socks) after reports emerged on Trump banning rainbow flags earlier this month.  In a post on Wednesday, the US Embassy in Singapore shared a picture of a person wearing colourful socks, attracting 22 shares and positive comments. The Embassy also said it “reaffirms its commitment to protecting and defending the human rights of all”.

According to multiple media reports such as BBC, the US administration has refused all requests from American embassies to display the rainbow flag on their premises. Reportedly, no approval was needed from the government to display the Pride flag in the past. This has since triggered embassies to leverage grey areas of the ban to celebrate the occasion in other ways.

SG counterparts show support

This comes as corporations across the island push out creative initiatives in recent weeks to show support for the LGBTQ community.

In a statement to Marketing, Deliveroo Singapore general manager Siddharth Shanker said Deliveroo has rebranded to Deloveroo in celebration of Pride Month. Customers who have the app downloaded will have the option to update the icon to reflect the Pride festival’s iconic rainbow palette on their home screen. The move seeks to encompass the business’s core values of diversity and inclusion.

Michael Kors Singapore has been sighted decking out its Vivocity outlet in rainbow-themed decoration and its Pride Month collection by netizens.

On social media, Durex Singapore produced a simple Facebook post featuring different coloured packaging while wishing users #HappyPrideMonth.

As part of the Pasar Pink! event, a social market organised by LGBTQ community platform Pink Fest, Alfa Romeo Singapore has dressed its Alfa Romeo Stelvio in pink and started a campaign #ALoveFor All. Visitors at Pasar Pink! with a driver’s license will be entitled free test drive and an exclusive promotion from the automotive company.

Efforts by local businesses

In celebration of Pinkdot SG, food and beverage companies such as Whale Lala Cafe and Bettr Barista have also rolled out limited-time promotions in June. Whale Lala Cafe had a “LGBT burger” giveaway for customers in a group four and above, while social enterprise Bettr Barista brought back its pink latte.

Tea company Ette Tea has also rolled out a special tea flavour for a Pride Month event in Singapore by US-based investment company BlackRock. Named Chai Hong, or rainbow in Chinese, the creation is a blend of colourful spiced red chai and “flowers of the garden city”.

Earlier this month, Marketing reported that Singapore-based social media agency GOODSTUPH, a sponsor for Pink Dot for three consecutive years, has also produced merchandise for Pride Month for the first time. Limited edition t-shirts and a limited run of risograph prints are sold at its online retail arm THE DAMN GOOD SHOP, and all profits will be donated to Pink Dot. The design adapts the GOODSTUPH communist-inspired brand DNA, featuring a pun on the Chinese words “同志们”, which means comrades in English, as well as a slang to describe homosexuals. Half of its stocks has been sold out within 24 hours of the launch.

According to LGBTQ movement Pink Dot SG, it has garnered over 60 businesses to pledge their support. These range from ad agencies TSLA, GOVT as well as eateries Bollywood Veggies, Straits Clan and automotive company Alfa Romeo. The movement is led by Kathy Teo, founder and managing director of Xpointo Media, John Chen, co-founder of Aloha Poké, Goh Shu Fen, co-founder and principal of R3 who is sponsoring via nowyourmind, and Tracy Phillips, director of PPurpose.