After some sports fans’ shameful reaction to Major League Baseball’s Pride tweet, I thought some positive Pride news was in order. (And Bravo to MLB for saying that ‘Baseball is everyone’s game.’)

Absolut and Skittles are two brands that participate in Pride every year in thoughtful, innovative ways. Pride is not an afterthought for these brands. They don’t slap a rainbow on their logo and call it a day. Here are just some of the ways they have gotten things right:

* Skittles removed their signature rainbow and color from their packaging to put the focus on the Pride rainbow. “Only one rainbow matters during Pride month.”
* When Skittles brought color back to their packaging, they used LGBTQ artists to illustrate the Pride packaging.
* Skittles just launched their Pride packs, donating $1 for each pride pack sold, up to $100K and matching donations up to $25K for GLAAD’s Pride campaign. They are partnering with GLAAD for the fifth year in a row.

* In 1981, Absolut was the first brand to advertise in LGBTQ+ magazines, such as The Interview and The Advocate.
* The Absolut rainbow-painted commemorative bottles appear on liquor store shelves every summer. Such a fabulous design!
* Absolut’s current Out & Open campaign brings awareness to the plight of gay bars and other queer spaces, which provide sanctuary from an often-hostile outside world.
* Throughout the 1980s, Absolut collaborated with well-known LGBTQ artists and started working with GLAAD in 1989.
* Since the early 2000s, Absolut has launched a variety of campaigns across the globe in support of the LGBTQ+ community: Absolut Colors, Absolut’s No Labels bottle, Kiss With Pride, Absolut Love

In a year when brand-ally activity has been remarkably quiet, it’s encouraging to see these two major brands continue supporting the LGBTQ community.