The week’s marketing winners, losers and trends, 6/4/2021

SodaStream animates Laverne Cox

This week noticed the debut of many manufacturers’ rainbow-filled Satisfaction campaigns, lots of which have a COVID-relief and racial equality aspect to them. As increasingly more manufacturers search to middle themselves on inclusivity, the month-long celebration is now a vital addition to advertising efforts.

PepsiCo’s SodaStream joined in, teaming up with trans actress and advocate Laverne Cox for a brand new movie titled “Rainbow Story.” Within the digital spot, Cox, pictured as an animated superhero, takes viewers by way of the challenges in her life from the time she was a baby. The spot, created with manufacturing firm Jiminy Inventive, promotes the model’s limited-edition $99.99 “Rainbow Story” glowing water maker kits which permit shoppers to personalize their machines with rainbow markers. SodaStream is giving 10% of the income to LGBTQ+ nonprofit ILGA World.

In the meantime, The Trevor Venture labored with sponsor Macy’s on a PSA timed to Pride featuring actor Ben Platt.