The SodaStream Rainbow Story sparkling water maker is being launched by the brand with the help of actress and trans activist Laverne Cox as a kitchen device that supports the LGBT community this Pride Month. The sparkling water maker features a matte black finish that users are encouraged to customize with an accompanying set of permanent markers in a rainbow of colors. The limited-edition sparkling water maker will see a portion of proceeds from the sales donated to ILGA World, which the brand has been partnering with for three years.
Cox spoke on the new SodaStream Rainbow Story sparkling water maker saying, "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. I think giving back and being of service is really what it’s all about.”
What's Driving This Trend
- Customizable Limited-edition Products
- There is an opportunity for brands to create limited-edition products that can be customized by consumers for a personalized experience and emotional connection.
- Socially Conscious Partnerships
- Collaborating with non-profit organizations and making donations through product sales can be an effective way for brands to support important causes and increase brand loyalty.
- Pride-themed Products
- Creating products that celebrate and support the LGBTQ+ community can help brands show their support and reach a new audience during Pride Month and beyond.
Who This Affects Most
- Kitchen Appliance
- The kitchen appliance industry can benefit from creating customizable limited-edition products that allow consumers to create a kitchen experience that is unique to them.
- Beverage
- The beverage industry can create Pride-themed products that show support for the LGBTQ+ community and increase visibility during Pride Month and beyond.
- Non-profit
- Non-profit organizations can partner with businesses to create socially conscious partnerships that increase awareness and raise funds for important causes.
