Smirnoff honors the 2SLGBTQI+ community through an expansive 2025 Pride Toronto campaign centered on music, visibility, and immersive experiences. As the festival’s gold sponsor and Canada’s top-selling vodka brand, the company is deploying a multi-faceted activation strategy featuring a high-energy parade float headlined by Canadian artist Rêve and DJ Slater Manzo, alongside interactive ‘Dive into Pride’ ball pit installations at key Toronto events.

The campaign’s consumer appeal lies in its authentic integration of entertainment, community engagement, and brand values. The mobile float transforms traditional parade participation into a dynamic musical experience, while the ball pit activations offer tactile, shareable moments perfectly tailored for social media virality.

From a broader perspective, Smirnoff’s investment in Pride Toronto aligns with growing consumer expectations for brands to demonstrate tangible support for social causes. This initiative reflects Smirnoff’s long-standing commitment to fostering inclusive celebration.

Image Credit: Smirnoff