Coca-Cola Brazil: This Coke is a Fanta

Coca-Cola, the carbonated beverage brand, challenged homophobic attitudes in Brazil by releasing limited edition cans that put a twist on a traditional homophobic slur.

Campaign details

Advertiser: Coca-ColaBrand: Coca-ColaAgency: DAVID São PauloCountry: Brazil

Summary

On June 28, 2017, Coca-Cola's biggest goal was to have an engaging idea targeted to its employees to celebrate International LGBT+ Pride Day. This initative was led by the Coca-Cola Diversity Committee.

What Coca-Cola did not know was that this idea would extend beyond the company's office and dominate conversations on all social networks in the period, becoming the campaign with the greatest organic engagement in Brazil in 2017.*

But where did this idea come from?

The world is full of homophobic expressions...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands