In response, people have expressed their discontent and anger towards the brand. For example, in their Instagram posts relating to this campaign we can find numerous negative comments in which Puma is reproached for this empty gesture.
As we said before, painting your brand with rainbow colours does not have to be wrong in itself, what is reprehensible is that this is your only contribution to the LGBTIQ+ struggle. And things get worse if, in addition to not contributing, what your brand does is contrary to these demands. This was precisely the case of FIFA during June 2022. The International Federation of Association Football was lazy and opportunistic and fell into this bad practice.
And let us remember that this federation was finalising preparations to hold the 2022 World Cup in Qatar in November . One of the biggest sporting events in the world that earned the nickname "World albania number data Cup of Shame" due to the controversial location chosen to hold it. A country in which the rights of women and also of LGBTIQ+ people are violated, with, for example, homosexuality being punishable by imprisonment.
It is not surprising that both those within the group and those who support it expressed great indignation at FIFA's attitude and denounced its hypocrisy.
However, we are not only going to look at bad examples, we also have to recognize when good work is done, and that is the case of Doritos and Absolut.
On the occasion of Pride 2023, Absolut launched the miniseries in single-episode format “An Absolutely Normal Family”, written and directed by Brays Efe. The vodka brand wanted to produce the “series that we should have seen in the 90s”, a production starring a diverse family, made up of two lesbian mothers, their son, the drag queen aunt and the trans grandmother, and which also features a classic sitcom figure, the building's neighbor. Likewise, the cast itself is made up of people who are part of or committed to the LGTBIQ+ community.