Laverne Cox is an animated superhero in Sodastream Pride ad
Campaign also includes rainbow-colored sparkling water maker, with some profits going to LGBTQ+ organization
Jun 04, 2021
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. This year, PepsiCo’s SodaStream has teamed 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, tells her own “rainbow story” and 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 marketers. SodaStream is giving 10% of the profits to LGBTQ+ nonprofit ILGA World.