Dive Brief:

• Skyy Vodka is pledging to cover the costs of 100 nuptials across the U.S. in a show of support for marriage equality, according to a news release. 
• Done in partnership with NYC Pride, the “Skyy Says I Do" campaign asks couples to post a picture of themselves toasting marriage equality with the @SKYYVodka tag and #SKYYSaysIDo hashtag on Instagram for a chance to qualify.
• The Campari Group spirits marketer is also opening a pop-up chapel in New York City at The Mezzanine event space on Dec. 19 for those looking to be wed. Registration for the experience, which includes an officiant, photographer and cocktails, is available online.

Dive Insight:

As brands have tried to embed themselves deeper into consumer lifestyles, major moments like weddings have become an opportunity to form a connection and foster loyalty. QSR chain Taco Bell has seen hundreds of couples tie the knot at its Cantina chapel in Las Vegas and earlier this year took the concept to the metaverse through a ceremony on the Decentraland platform. 

Skyy Vodka is adopting a similar strategy with “Skyy Says I Do,” though with a more purposeful angle. The campaign rollout follows the passage of new federal protections for same-sex and interracial couples this week through the bipartisan Respect for Marriage Act. Concerns over LGBT issues and marriage equality have heightened following the overturning of Roe v. Wade by the Supreme Court earlier this year. 

Skyy’s work with NYC Pride shows the brand celebrating the landmark bill while also extending financial assistance to LGBT couples looking to be wed. Nuptials are typically expensive, and the costs could be even more imposing as inflation continues to pinch consumer wallets. At the same time, the sweepstakes serves to raise Skyy’s profile on social media in the thick of holiday party season.  

Skyy positions itself around a “progressive spirit” tied to its roots in California, a state known for a rich history of LGBT activism. The brand has previously championed organizations like Freedom to Marry and run other equality minded campaigns, including a “Toast to Marriage” platform deployed around Obergefell v. Hodges in 2015. That push included an event that saw a cameo from then-Vice President Joe Biden. 

“Skyy Says I Do” additionally features an experiential component through the chapel at The Mezzanine in New York City. Marketers are returning to Instagram-ready pop-ups after the tactic was waylaid earlier in the pandemic due to health restrictions. Those interested in saying “I do” at the space only need to register online and appear with their marriage license in hand.