VIZZY Hard Seltzer: Support for the LGBTQ community
Vizzy is known to differentiate itself from other Hard Seltzer products because of its antioxidant and vitamin C content. But one of Vizzy’s more obvious labels is LGBTQ+ Friendly.
As Vizzy’s parent company, Molson Coors is a member of the Human Rights Campaign (HRC). Vizzy Hard Seltzer also strives for the best benefits available to all employees of different genders, same-sex couples, transgendered people, and openly supports LGBTQ employees through recruitment, supplier selection, marketing, and philanthropic projects. Vizzy was also an active donor to various human rights and equality groups.
Meanwhile, Vizzy’s outspoken support for LGBTQ+ equality activism is baked into its brand DNA. Vizzy started the “Vizzy Live Proud Registry” to support Trans and Nonbinary communities, working with trans-and Queer owned businesses to design gay clothing and cosmetics. Vizzy Hard Seltzer also has its own limited-edition Vizzy Pride Packs.
In 2021, Vizzy teamed up with Queer Collective to launch the # Vizzability Project to educate the public about LGBTQIA+ artists, with Canadian Drag Race winner Priyanka acting as a spokesperson to mentor artists. The story was hotly covered by the Canadian media.
In March 2022, Vizzy told everyone “Vizzy is a vibe” through the TV commercial. Florida Drag Queen Taina Norell’s release once again highlighted Vizzy’s commitment to serving the LGBTQ+ community. In addition to being positive, sunny and optimistic, inclusiveness is the brand value that the brand conveys to consumers.
Vizzy had two bright spots. The first is the functional component of the product. More and more young consumers prefer drinks with functional ingredients. The second is to connect emotionally with a new generation. I think Vizzy’s commitment to being a voice for the LGBTQ+ community not only has corporate social responsibility, but it also shows Vizzy’s culture to everyone. Vizzy certainly has his eye on the Generation Z consumer. As generation Z comes of age, they are poised to become the leaders of the consumer age. They don’t consume on demand anymore. Instead, they prefer “personalized” consumption, which is in line with their “values” and “morality” and other emotional preferences. Vizzy has a keen insight into the needs of consumers, and builds its core competence through various revolutionary cross-border cooperation, delivers enterprise value consistent with consumer awareness, and opens up larger market space, which is the long-term development of the brand.
