Improper worked with Somersby to review and refocus their Pride campaign. Our strategy outlined a template for collaboration between Somersby and Pride 2022 and guided the approach and future launches in other territories. Our framework ensured that Somersby established themselves as a genuine ally and a partner by building honest relationships that give back to the LGBTQ+ community.

To inform the strategy we gathered qualitative and quantitative data on citizen opinion about brand relationships to Pride. We also spoke to employees at Somersby and conducted a small focus group with market representatives.