Dear Tide, A+ for the commercial. We are totally ready for it in America. Bring it.
Some companies have been successfully marketing to the LGBTQ community for 30 years.
Lately, more and more companies have come to realize that gay people like to buy things as much as straight people do (sometimes even more).
Like Starbucks, which used sassy drag queens to sell more coffee with "Coffee Frenemies."
And Target, which wanted to capitalize on all the new gay weddings. (Smart.)
And remember last year when Nabisco did a little "Dadvertising" with its Wholesome campaign?
It's just smart marketing.
Community Marketing Inc. determined that LGBTQ people are twice as likely to own a vacation home, travel more, and spend more money on clothes and electronics. Plus, the LGBTQ community tends to be very brand-loyal.
Every year, Community Marketing Inc. asks the LGBTQ community about brands they specifically bought because of a pro-LGBTQ message (check out a link to the full, fascinating report in the About section below). It's not a surprise that the top brands are Starbucks, Target, Apple, and Nabisco. The chart below gives a rundown of the top 12.
And the LGBTQ community is keenly aware of people who don't support them.
Negative brand recognition is also a factor companies look at. Chick-fil-A had the most negative reputation for its anti-gay views. It's also interesting to note that Target was not gay-friendly until just a few years ago, but now, it's among the top pro-LGBTQ brands.
It's a little surprising that a giant American-owned company — Proctor & Gamble, the makers of Tide — doesn't feel good about airing commercials about gay people in the United States.
Especially since it's estimated that gay people are responsible for $133 billion in spending a year.
I give Tide props for making this adorable commercial, but it's time to #TurnTheTide and let them know that gay people like clean clothes too.
The #TurnTheTide hashtag is being used in relation to this commercial. If you are interested in letting Tide know that you are ready to see men who like clean clothes too, you can call them at 1-800-879-8433.