SodaStream animates Laverne Cox
This week saw the debut of many brands’ rainbow-filled Pride campaigns, many of which have a COVID-relief and racial equality element to them. As more and more brands seek to center themselves on inclusivity, the month-long celebration is now a necessary addition to marketing efforts.
PepsiCo’s SodaStream joined in, teaming up with trans actress and advocate Laverne Cox for a new film titled “Rainbow Story.” In the digital spot, Cox, pictured as an animated superhero, takes viewers through the challenges in her life from the time she was a child. The spot, created with production company Jiminy Creative, promotes the brand’s limited-edition $99.99 “Rainbow Story” sparkling water maker kits which allow consumers to personalize their machines with rainbow markers. SodaStream is giving 10% of the profits to LGBTQ+ nonprofit ILGA World.
Meanwhile, The Trevor Project worked with sponsor Macy’s on a PSA timed to Pride featuring actor Ben Platt.