I had heard an argument about the power of 'market feminism' once many moons ago. A notable feminist professor on my campus was arguing something to the effect of 'It's great that corporations are latching onto feminist/LGBT ideas, because it puts purchasing/market power behind those ideas/ideals.'
I think it's disgusting as the Pepsi ad featuring that worthless celebrity. It divides corporate entities into 'good' and 'bad', giving the Feminist/Progressive Seal of Approval onto groups whose primary functions include corporate lobbying of the worst kind.
Coke spent nearly 8 million dollars on lobbying last year. Lobbying against public health measures aimed at reducing soda consumption across the United States. As one example. Pepsi spent a little over 3 million.
Fuck these guys, and fuck the 'progressives' giving them the seal of approval.