Beverage Industry logo
search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
Beverage Industry logo
  • NEWS
    • R&D News
    • Supplier News
  • PRODUCTS
    • New Products
    • Reader's Choice Poll
  • CATEGORIES
    • Alternative Drinks
    • Beer
    • Bottled Water
    • Cannabis Beverages
    • Carbonated Soft Drinks
    • Energy Drinks & Shots
    • Juice & Juice Drinks
    • Plant-Based Beverages
    • Sports Drinks
    • Tea and Coffee
    • Wine & Spirits
  • R&D
    • Beverage R&D Features
    • Ingredient Spotlight
  • PACKAGING
    • New Packages
    • Packaging Equipment
    • Packaging Material
  • OPERATIONS
    • Distribution
    • Plant Focus
  • TOP LISTS
    • Beer Market Report
    • Executive of the Year
    • State of the Beverage Industry
    • Top 100 Beverage Companies
    • Truck Report
    • Wholesaler of the Year
  • MEDIA
    • eBook
    • Podcast
    • Polls
    • Videos
    • Webinars
  • DIRECTORIES
    • Annual Manual
    • Contract Packaging Guide
    • Take a Tour
  • MORE
    • Classifieds
    • Channel Strategies
    • eNewsletters
    • Events
      • Membrane Technology Forum
    • Interactive Product Spotlights
    • Market Insights
    • Sponsor Insights
    • Store
    • White Papers
  • EMAG
    • eMagazine
    • Archived Issues
    • Advertise
  • SIGN UP!
Beverage NewsBottled Water

bubly partners with SAGE, New York City Drag Talent this holiday season

#DragForAllFlavors effort celebrates the holidays with larger-than-life music video

Bubly NYC Drag Talent
Photo Credit: Bronson Farr
December 7, 2020

bubly sparkling water, a brand of Purchase, N.Y.-based PepsiCo, and SAGE, a national advocacy organization dedicated to LGBTQ+ elders, are joining forces this holiday season to support New York City's LGBTQ+ community in the latest phase of the bubly brand's hashtag #DragForAllFlavors campaign.

#DragForAllFlavors marks the bubly brand's ongoing commitment to championing the LGBTQ+ community, with this latest iteration providing much needed support to a community facing unique and unprecedented challenges amid the COVID-19 pandemic. This time around, bubly is again bringing the house down with new content featuring two local LGBTQ+ seniors, as well as 11 talented drag performers, creating their own larger-than-life take on the traditional holiday advent calendar.

Throughout the campaign, one featured drag king or queen will post a behind-the-scenes teaser shot on their Instagram page leading up to the debut of the music video, directed and shot by Austin Nunes. On  Dec. 18, fans can check out the music video on the bubly YouTube channel as the featured NYC drag icons slay the sounds of Nikki Era and Mikey Pop's new track "I Hope I See You This Christmas," created exclusively for bubly which will stream on all major music streaming platforms. The following are the featured talent for the promotion:

• Zarria Powell (@zarria_thediva)

• Tina Burner (@thetinaburner)

• Rosé (@omgheyrose)

• Dr. Wang Newton (@drwangnewton)

• Egypt (@therealegypt)

• Lagoona Bloo (@lagoonabloonyc)

• Maxxx Pleasure (@mr.pleasure)

• Merrie Cherry (@merrie_cherry)

• Shequida Hall (@shequidahall)

• Jada Valenciaga (@jadavalenciaga)

• Chiquitettas (@chiquitettas)

"We recognize the unique challenges the pandemic has created for the LGBTQ+ community, especially for nightlife performers and older members of the community," said Matthew Conrado of PepsiCo North Division Brand Marketing, in a statement. "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."

With limited opportunities for local drag artists and other creators, and many in the LGBTQ+ community, especially LGBTQ+ elders, feeling isolated from their chosen and biological families, bubly and SAGE want to celebrate togetherness and ensure that everyone can experience the spirit of this special time of year. In addition to the holiday-themed music video, and real-life bubly product deliveries to SAGE members, bubly also is making a $25,000 donation to SAGE to support the organization's ongoing programming dedicated to providing resources for LGBTQ+ elders navigating this year's unprecedented, and socially distant, holiday season.

"SAGE is pleased to be partnering with bubly this holiday season to help brighten what can often be a dark time for LGBT elders," said SAGE Chief Executive Officer Michael Adams. "Because older LGBT people often are socially isolated and don't have family support — challenges made much worse by this year's COVID-19 restrictions — SAGE offers an opportunity to experience the togetherness that is so much a part of the holidays. Thanks to great supporters like bubly, all through the holidays, SAGE will continue to run programs like SAGEConnect that link elders to volunteers who care about them, as well as our 24-hour LGBT elder hotline for anyone who needs to hear a caring voice and get support."

The bubly brand's #DragForAllFlavors campaign, which kicked off this June, showcases the brand's commitment to uplifting marginalized voices and providing a vibrant platform for creatives in the LGBTQ+ community. In addition to the bubly brand's latest partnership with SAGE, earlier this year the brand also partnered with GLAAD, the leading media organization dedicated to tackling issues specific to the LGBTQ+ community to shape and promote narratives that lead to cultural change. To date, bubly has donated $95,000 to GLAAD to support the brand's community efforts. Most recently, bubly partnered with Kim Petras and a star-studded list of local drag talent for an iconic lip sync video set to Petras' Halloween anthem, "Close Your Eyes."

KEYWORDS: beverage marketing campaign bubly sparkling water sparkling water

Share This Story

Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!

Recommended Content

JOIN TODAY
to unlock your recommendations.

Already have an account? Sign In

  • top 100 beverage companies

    Top 100 Beverage Companies of 2024

    For the global beverage market, mergers and acquisitions...
    Beverage News
  • Chocolate, Strawberry, Vanilla shakes

    Classic flavors provide reliable, consistent results for beverage-makers

    Classic flavors of chocolate, vanilla and strawberry...
    Ingredient Spotlight
    By: Chloe Alverson
  • Free Spirits Instant Bar Bundle

    Lifestyle trends drive growth for non-alcohol category

    As lifestyle trends continue to drive growth for the...
    Alternative Drinks
    By: Lauren Sabetta
Manage My Account
  • eNewsletters
  • Online Registration
  • Subscription Customer Service
  • eMagazine Subscription
  • Manage My Preferences

More Videos

Sponsored Content

Sponsored Content is a special paid section where industry companies provide high quality, objective, non-commercial content around topics of interest to the Beverage Industry audience. All Sponsored Content is supplied by the advertising company and any opinions expressed in this article are those of the author and not necessarily reflect the views of Beverage Industry or its parent company, BNP Media. Interested in participating in our Sponsored Content section? Contact your local rep!

close
  • Fourpeople toasting with cocktails made with low-sugar ingredients, celebrating healthier drink options.
    Sponsored byCargill

    What’s Hot in Sugar Reduction: Beverages

  • chocolate milk
    Sponsored byCargill

    Sweetening the Future for Dairy and Dairy-Alternative Beverages

  • woman pouring a drink
    Sponsored byFFP

    Building a Beverage System: Meeting Consumer Demand for Precision Wellness

Popular Stories

Celsius Fizz Free

CELSIUS launches new Fizz-Free flavors

PepsiCo.jpg

PepsiCo advances AI agenda

Narragansett Beer 1975 cans

Narragansett Beer celebrates 50 years of ‘Jaws’

Top 100 Beverage Companies of 2024

Events

April 16, 2025

2025 State of the Industry Series: Alcoholic Beverages

On Demand In Beverage Industry’s annual State of the Industry: The Alcohol Beverage Market, analysts at S&D Insights LLC delve into these trends and how they’re shaping the industry.

July 15, 2025

Understanding the Best Material Type for Your Conveyor Systems

Leveraging decades of beverage production expertise, join Regal Rexnord’s Jeremy Fryman, Beverage Industry Marketing Manager and Tom Eure, Senior Account Executive as they dive into the landscape of plastic conveyor belt materials on the market and how to select the proper material type by application.

View All Submit An Event

Poll

Retail Coffee Segment

What retail coffee segments will fare well into the next year?
View Results Poll Archive

Products

Milk and Dairy Foods Nutrition, Processing and Healthy Aging

Milk and Dairy Foods Nutrition, Processing and Healthy Aging

See More Products

Related Articles

  • Manzanita Sol

    Manzanita Sol debuts in New York City, partners with local food trucks

    See More
  • New York Spring Water partners with NBA Rookie of the Year

    See More
  • New York Spring Water partners with Queen Latifah

    See More

Related Products

See More Products
  • nonmilk.jpg

    Milk-Based Beverages 1st Edition

  • food and bev control.jpg

    Food and Beverage Cost Control, 7th Edition

  • nanoinbev.jpg

    Nanoengineering in the Beverage Industry 1st Edition

See More Products
×

Elevate your expertise in the beverage marketplace with unparalleled insights and connections.

Join thousands of beverage professionals today. Shouldn’t you know what they know?

JOIN NOW!
  • RESOURCES
    • Advertise
    • Contact Us
    • Directories
    • Store
    • Want More
  • SIGN UP TODAY
    • Create Account
    • eMagazine
    • eNewsletter
    • Customer Service
    • Manage Preferences
  • SERVICES
    • Marketing Services
    • Reprints
    • Market Research
    • List Rental
    • Survey/Respondent Access
  • STAY CONNECTED
    • LinkedIn
    • Facebook
    • YouTube
    • X (Twitter)
  • PRIVACY
    • PRIVACY POLICY
    • TERMS & CONDITIONS
    • DO NOT SELL MY PERSONAL INFORMATION
    • PRIVACY REQUEST
    • ACCESSIBILITY

Copyright ©2025. All Rights Reserved BNP Media.

Design, CMS, Hosting & Web Development :: ePublishing