Dive Brief:

• PepsiCo sparkling water brand Bubly is teaming with LGBTQ advocacy organization SAGE for an extension of its "#DragForAllFlavors" campaign, per a press release.
• Bubly commissioned the creation of an original song, "I Hope I See You This Christmas" by Nikki Era and Mikey Pop, that will premiere on its YouTube page on Dec. 18. The brand has enlisted 11 drag performers to post a behind-the-scenes shot of the video on their Instagram accounts.
• By extending its LGBTQ-focused efforts beyond Pride Month or LGBT History Month — and focusing on an underserved group in the community — Bubly can avoid claims of woke- or pink-washing. In addition to the song and video, the brand will donate products to SAGE members and is making a $25,000 donation to the organization.

Dive Insight:

Bubly's extension of its drag campaign brings the brand's LGBTQ outreach to the holidays, with a thoughtful focus on an underserved part of the community: LGBTQ elders. Bubly notes that without opportunities for local drag artists, nightlife performers and other creators, the holidays may be even harder for older members of the LGBT community due to the continued effects of the coronavirus pandemic.

"While we may be celebrating the holidays a bit differently this year, bubly remains committed to uplifting and supporting members of the LGBTQ+ community, as we look to bring some sense of normalcy, positivity, and helping people to crack a smile during these difficult times," Matthew Conrado, PepsiCo North Division Brand Marketing, said in the press release.

With its original song and video — promoted by a host of drag performers — Bubly can help bring a bit of holiday spirit and fun to consumers who may be seeing less of friends and family this season. Commissioning original music has become a popular tactic in the last few years as brands seek to create authentic connections with people without always relying on traditional advertising. Previewing the video across 11 days via different Instagram accounts can help extend the campaign's reach.

By supporting SAGE with product and monetary donations, Bubly can bolster its parent company's purpose-driven priorities. While most LGBTQ-focused campaigns usually come during Pride Month in June or LGBT History Month in October, the brand's holiday-themed push demonstrates that PepsiCo is committed to serving and uplifting the community, and could inoculate it against claims of woke- or pink-washing, where brands promote LGBT-friendliness to distract from other actions.

The holiday extension of its drag campaign continues efforts the brand began in June with its #UnstoppablePride effort, which rallied social media users to create a virtual Pride parade, as many in-person parades were scuttled because of the pandemic and protests for racial justice. The campaign continued earlier this year in partnership with GLAAD for a Halloween-themed lip sync challenge featuring New York City drag performers and pop star Kim Petras.