Like the thousands who attended the Sydney Gay and Lesbian Mardi Gras Parade over the weekend, this little pig got a little dressed up to celebrate in style.
Squealing Pig, the official wine and loud and proud partner of the Mardi Gras Festival, gave their most famous brand assets a fabulous makeover to hero the diversity within the LGBTQIA+ community.
The classic ‘little pigs’ rhyme that features on every bottle was re-written to tell nine playful tales that nine unique LGBTQIA+ communities could relate to.
And the five-line colour wave was used to visualise the flag that each group marches under. With the pig icon getting its very own pair of sparkling wings to encourage everyone to “fly with pride”.
“From celebrating the diversity of people that a pan-sexual person is free to love, to someone who discovered their true self wasn’t the gender they were assigned at birth, Squealing Pig Pride Labels are a toast to the many colourful spectrums of love, sexual orientation and gender identity that live among us.” said Fernanda Lopes, Squealing Pig senior brand manager.
The labels are being provided with every bottle of Squealing Pig sold at select Mardi Gras supporting venues in Sydney throughout the festival, including the Dunkirk Hotel Pyrmont, Mascot Liquor and Potts Point Food and Liquor.
João Braga, Wunderman Thompson’s chief creative officer added: “We wanted these new bottles to feel just as fun and inclusive as the Mardi Gras itself. People won’t just see their communities represented and celebrated in the colours of these flags, but in the way these unique tales are told with Squealing Pig’s cheeky tone.”
