Emotional J&B Holiday Campaign Furthers Diageo's Support for the Trans Community

The whisky brand's ad is the latest element of the company's global inclusion drive

Driving relevance means driving growth. Join global brands and industry thought leaders at Brandweek, Sept. 11–14 in Miami, for actionable takeaways to better your marketing. 50% off passes ends April 10.

This year has been huge for global drinks maker Diageo, which has run several initiatives to support LGBTQ+ communities, seeing its leadership recognized and celebrated for doing so. That work has continued into the holiday season, this time with its Scotch whisky brand J&B Rare, which has released a Spanish holiday campaign that aims to back trans people during their transitions.

This campaign comes at a time when the rights of queer and trans people are in jeopardy and the community’s support from brands and celebrity ambassadors has come under scrutiny.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in