Target: Mark Shaw, CEO of Maverick Brands
Goal: Retract all advertisements that exploit LGBTQ issues for profit
CoCo Libre Pure Organic Coconut Water is a product under Maverick Brands that is currently being advertised as “supporting all marriages.” The street advertisements for CoCo Libre say “We Support All Marriages” – a play on words that’s meant to describe their unusual combination of coconut water and protein. The idea of “supporting all marriages” is popular within the LGBTQ community and their allies as rallying for same-sex marriage rights. Considering there is no clear evidence on whether Maverick Brands supports the cause in any way, especially financially, it is a rather distasteful way of selling their product.
Maverick Brands is a manufacturer and distributor of foods and beverages, including Sunkist juices, Nickelodeon Fruit Squeezers and CoCo Libre Pure Organic Coconut Water. In addition, it is not officially recognized as an LGBTQ-friendly company by any organization that comprises databases of such businesses. Their current advertisement, which can be seen in New York City, is selling their product, CoCo Libre Coconut Water, by announcing that the CoCo Libre brand supports all marriages.
The fight for marriage equality – a cause that requests the right to marry for same-sex couples, is a long-standing battle with slow progress. While allies for the cause, both hetero- and homosexual couples alike, are welcomed and support for the cause is needed on a national and international level, it is not to be taken advantage of for profit.
Maverick Brands is using the fact that marriage equality efforts are a hot topic in the U.S. right now and is trying to get consumers to buy its product by sympathizing with a growing cause. Whether or not a company is a supporter of LGBTQ rights, using the cause to gain profit is distasteful and inappropriate. Sign the petition below to demand that Maverick Brands stop using the LGBTQ community for their personal gain.
Dear Maverick Brands,
Your advertisements for CoCo Libre Protein Coconut Water include the phrase “We Support All Marriages.” Supporting all marriages is the core idea behind the marriage equality movement supporting legal marriages for same-sex couples in the U.S. and worldwide. It is, without a doubt, a popular cause and to use its exposure to sell your products is inappropriate.
Your company is not officially recognized as a gay-friendly business, nor is it appropriate for any company to try to gain profit and sell their product using the ideas behind the LGBTQ movement. Your advertisements are distasteful, regardless of whether Maverick Brands supports the LGBTQ community or not, and I urge you to recall all “We Support All Marriages” advertisements posted.
[Your Name here]
Photo credit: Jana Luste