Laverne Cox is a queer superhero in SodaStream’s Pride Month campaign

Actress and activist Laverne Cox, who starred in Orange Is The New Black and Promising Young Woman, is starring as a queer superhero in SodaStream’s Pride Month campaign.

Locally, Australian chef Anna Polyviou is partnering with the brand to encourage Australians to share their Rainbow story.

The campaign sees Cox use SodaStream’s Spirit Sparkling Water Maker Rainbow Story Edition. She then transforms into an animated version of herself and flies around, celebrating LGBTQI+ moments from Pride parades to the repealing of the US Army’s Don’t Ask Don’t Tell policy.

The Spirit Sparkling Water Maker Rainbow Story Edition retails for $129. 10% of the proceeds from Rainbow Story products will go to ILGA World, a global LGBTQI+ NGO.

In a previous campaign, SodaStream’s 2020 holiday campaign featured Snoop Dogg.

Laverne Cox with the Spirit Sparkling Water Maker Rainbow Story Edition, which retails for $129.

On the campaign, Cox said: “I love SodaStream and I love the idea of being a superhero. I also love that part of the proceeds from the sale of this Rainbow Story SodaStream are going to an NGO that services the LGBTQI+ community all over the world.”

Karin Schifter-Maor, chief marketing officer at SodaStream, said: “At SodaStream we stand for equality. We are happy to participate in Pride again this year and honored to collaborate with Laverne, a real life super hero who inspires all of us. We hope our special edition sparkling water maker will encourage our consumers to share their own story with pride.”

Pride Month is celebrated each year in June to honour the 1969 Stonewall protests.


Production Company: Jiminy Creative

Director: Uri Shutzer

VFX, Color, Animation & Post: The-Artery

Animation Supervisor: Yonatan Tal


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.