Wella celebrates diversity in everything they do, and sponsoring the annual Pride parade has become a very important activity for Wella since first coming out at the Stockholm parade in 2017. In collaboration with Adpassion, Wella developed a special hair-care product line supporting the Pride movement. Additional materials for stylists, as well as in-store and key account materials were developed. The campaign was activated on SoMe and other online touchpoints, and Wella participated in the Pride parade with a float as well as a massive presence in Stockholm’s Pride Park.
The first campaign became a very colourful success, with a reach of more than two million persons and huge sales of campaign products supporting the parade. Internally, the campaign was a huge success as well, with the whole company enjoying a festive day out cheering the different floats. The following year, the rest of Wella’s Nordic entities joined the fun, and today, Wella plays a part in annual Pride Parades around the world.