With most LGBTQ Pride festivals and parades canceled due to Covid-19 this year, PepsiCo’s Bubly brand is giving the community a way to show off its best parade looks online.
Bubly’s #UnstoppablePride parade is asking LGBTQ people and allies to sashay across the screen in an edited virtual parade that the brand plans to post on Saturday, June 27. To participate, Bubly is encouraging people to don their best Pride looks, strut their stuff in a 3-7 second video uploaded to either TikTok or Instagram Stories using the hashtag #UnstoppablePride.
Bubly will upload each video to the campaign’s webpage so that participants can watch as their personal march is added to the virtual parade.
A video announcing the campaign features Instagram influencer Mark Kanemura, whose flamboyant costumed struts often draw hundreds of thousands of views per post. In the video, Kanemura explains that to participate, viewers should film themselves “parading” from left to right in order to help weave together the illusion of one long march. Also featured are Todrick Hall and a number of LGBTQ influencers from across both platforms.
The campaign benefits GLAAD and the Center for Black Equity, a national Black LGBTQ organization that works to achieve equity in health, economy, career development and social justice. The group also organizes and promotes Black LGBTQ Pride events nationwide. Bubly is also donating $75,000 to each organization, and PepsiCo is matching employee donations to select LGBTQ+ nonprofits.
“We are proud to partner with GLAAD and the Center for Black Equity to help build a more equitable future,” said Stacy Taffet, vp of Water Portfolio for PepsiCo. “Fifty-one years ago, change happened because Black and Latinx trans and lesbian women stood up in support of LGBTQ+ rights and helped build the foundation that the LGBTQ+ community and Pride stand on today.”
Taffet is referencing the 1969 Stonewall uprising, when a group of gay and trans working-class bar-goers fought back against police during a raid on the nightclub. The first LGBTQ Pride parade took place the following year, and the community has marked the June 28 anniversary each year since.
“We’re excited to provide people with the opportunity to continue the tradition of Pride, raise awareness and come together in celebration as part of the first-ever #UnstoppablePride parade,” Taffet said.
In 2019, Bubly had a float in the NYC Pride Parade and marketed an All for Love variety pack for Pride in support of the Stonewall Community Foundation. This year’s virtual parade is one of several LGBTQ marketing initiatives from Bubly, including packing the fizzy water in swag boxes sent to influencers and an event with New York City drag performers called Drag for All Flavors.