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  • Brazil is waking up to the power of the ‘pink pound’
  • Brazil is waking up to the power of the ‘pink pound’
    Karl Giant (2012) ©
CASE STUDY

RuPaul's Drag Race: Brazil comes out of the closet

RuPaul's Drag Race, a TV show about drag queens has become a hit in Brazil, shining a light on the country's LGBT community. With millions of gay consumers thirsty for a market that caters for them, why do Brazilian brands still ignore the opportunities offered by this demographic?

Location South America / North America

Scope
In Brazil, a TV show about drag queens is a hit, and same-sex civil unions have been legal since 2011. But do Brazilians really welcome the LGBT community with open arms?

While the parties that represent evangelical churches re-elected 37 congressmen in 2014, and their millions of followers still condemn homosexuality as a deadly sin, the gay community demands attention. RuPaul's Drag Race, an American reality TV show starring drag queens, has been met with huge success in Brazil. It’s shining a light on the country's LGBT community's potential as consumers, with millions of openly gay ...

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