This Coke is a Fanta
Award: Wood Pencil
Wood Pencil / Direct / Direct Product & Service / 2019
The world is full of homophobic expressions such as “He plays for the other team” or “Pillow bitter”. In Brazil, people say: “That Coke is a Fanta”.
In support to international LGBT+ pride day, Coca-Cola launched a limited-edition can. A red Coke can with orange Fanta inside, featuring the message: “This Coke is a Fanta. So what?” A special can intentionally designed to become a statement for the fight against prejudice.
The campaign was also a carnival hit and reached 1 billion media impressions for a local market idea, with 0 U$ media spent.
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