Coca-Cola: This Coke is a Fanta

Coca-Cola, the soft drinks company, took a stand against intolerance towards the LGBTQ+ community in Brazil by transforming a discriminatory phrase into a tool to fight against the prejudice.

The story behind the campaign

Challenge

The world is full of homophobic expressions such as “He plays for the other team” or “He is a pillow biter”. In Brazil, one of the most famous expressions is “Essa Coca é Fanta” which in English means: “That Coke is a Fanta”. For years, this expression was used to make fun of and bully the LGBTQ+ community in the country. Hundreds of pejorative memes were created and even songs, all with discriminatory intentions. It was time for us to do something.

Creative concept

In support of international LGBTQ+ pride day, Coca-Cola launched a...

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