“You can be watching TV and see Coca-Cola, and you know that the President drinks Coke, Liz Taylor drinks Coke, and just think, you can drink Coke, too. A Coke is a Coke and no amount of money can get you a better Coke than the one the bum on the corner is drinking. All the Cokes are the same and all the Cokes are good. Liz Taylor knows it, the President knows it, the bum knows it, and you know it.” – Andy Warhol
That’s how, in his autobiography, Andy Warhol described the most fascinating aspect of
Taking part in this celebration of LGBTI pride is an honour and demonstrates anew our commitment to promoting a thoroughly all-embracing culture.
Already a winner of a Diversity Brand Award 2018, for being perceived as the most inclusive of brands,
This partnership is just the latest of the
We started with ourselves: for the over 2,000 people who work in the
Even before same-sex unions were legally recognised in Italy, our people were granted those rights that we believe are capable of creating a welcoming working environment, where everyone can freely express their talent. Small but significant things, such as the extension of health insurance to same-sex partners, have been in force for years. With a view to continuous improvement of personnel policies,
We believe it is the duty of companies to go beyond the confines of their office and factory space to play an active role in the communities in which they operate. This very objective is achieved outside the company through our support for events such as Milan Pride and targeted advertising campaigns: it started with the ground-breaking Hilltop commercial of the seventies, a hymn to unity with young people of all races singing together and holding a candle in their hands. In more recent times, Pool Boy from 2017 gives a nod and a wink to universal love with a boy and a girl competing to win the smile of a handsome lifeguard by offering him an iced
The more successful a company is, the more responsibility it carries towards the society in which it operates. This means that companies like ours which enjoy global recognition can actively contribute to promoting a more inclusive culture.
Cristina Broch is director of Public Affairs and Communications for