Last December, Australia's same-sex marriage laws were approved, and to celebrate Skyy Vodka introduced a new rainbow-clad pre-mixed can called the Skyy Vodka Yyes.
Each one of these cans feature a pull-tab that resembles an engagement ring as according to Nicole Stanners, Skyy Vodka's marketing director, “We are incredibly proud to celebrate marriage equality in Australia with the launch of the new Skyy Vodka Yyes can, especially if it’s encouraging loved up Aussies to get hitched!”
In addition to celebrating same-sex marriage, the vodka drink brand will donate $1 from the sale of each can to the Just Equal Organization - a group that supports the Australian LGBTQ+ community. The limited-edition packaging will be sold in Australia until March 31st.
Image Credit: Skyy Vodka
What's Driving This Trend
- Same-sex Marriage Celebrations
- Skyy Vodka's introduction of the rainbow-clad Skyy Vodka Yyes can celebrates Australia's same-sex marriage laws.
- Cause-driven Marketing
- Skyy Vodka's donation from the sale of each can to the Just Equal Organization demonstrates the growing trend of brands supporting social causes.
- Limited-edition Packaging
- Skyy Vodka's use of limited-edition packaging for the Skyy Vodka Yyes can taps into consumer desire for exclusive and collectible products.
Who This Affects Most
- Alcohol
- The introduction of Skyy Vodka Yyes highlights the ongoing innovation and marketing efforts within the alcohol industry.
- LGBTQ+ Advocacy
- Skyy Vodka's partnership with the Just Equal Organization showcases opportunities for brands to align with LGBTQ+ advocacy groups.
- Promotional Merchandise
- The creation of the Skyy Vodka Yyes can with a pull-tab resembling an engagement ring presents opportunities for innovation in the promotional merchandise industry.
