Agency: DAVID São Paulo
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 like 'he plays for the other team' or 'pillow biter'. In Brazil, people also say: 'This Coke is a Fanta'. For years, people have not only insulted others with this expression, but created thousands of offensive memes and songs. The Internet showed an average of 1,500 mentions to the prejudiced expression 'This Coke is a Fanta'.**