Diesel whistles at homophobes

Today, companies must have a clear stance. And they have to show it. If you try to please everyone and don't step on anyone's toes, you will sink into insignificance. The most prominent example is Nike. The sporting goods manufacturer has teamed up with football star Colin Kaepernick and the campaign "Believe in something. Even if it means sacrificing everything" clearly sided with athletes protesting racial inequality and against President Trump. As a result, online sales grew by 31 percent.

The fashion company Diesel also showed its stance, collaborating with an NGO to create a special Pride Collection launched. Part of the sales will be donated to the LGBT+ movement.

The fact that 14,000 Diesel fans felt so offended by the Pride collection that they broke off their virtual friendship with the fashion label is probably acceptable in view of the 2.1 million followers. All the more so when you turn the exodus of the die-hards into the next marketing stunt. "We've taken pride in our beliefs for 40+ years & we believe in #pride. For those who don't, including the 14'000 followers who've left us in the last week.... bye bye! To those who share our beliefs and values, let's celebrate the fact that #loveislove. Always." wrote Diesel almost triumphantly on Instagram. More than 55,000 likes and a big wave of sympathy - definitely worth more than 14,000 disposable followers who didn't fit the company's philosophy anyway.

The idea for this offensive approach to criticism came from Publicis Italy. The agency has already drawn global attention to Diesel several times in the past. In 2018, for example, it launched a non-fake fake collection called "Deisel" to take the wind out of the sails of the brand's numerous fakes.