The news: With its Pride Month campaign, PepsiCo’s Bubly brand is highlighting the need for LGBT+ safe places.
In its release announcing the campaign, Bubly talked about how safe spaces are important to LGBT+ consumers seeking to escape discrimination or harassment while also providing a sense of community. But one has to wonder how daring such a campaign is in 2022 versus, say, 15 years ago. American consumers are largely pro-LGBT+ acceptance.
Zoom out: In its campaign, Bubly did not address the current US tide of anti-LGBT+ legislation.
The big takeaway: Bubly’s campaign represents how consumer sentiment has changed dramatically with respect to the LGBT+ community in a short period of time.
Go further: Read our Q&A with Couplet Coffee on creating authentic Pride Month marketing.
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