How Coca Cola turned a homophobic expression into a symbol of pride

Countries around the world have homophobic expressions for gay men.

In Brazil, the Portuguese expression is “Essa Coca é Fanta,” which literally translates to “That Coke is a Fanta.”

So during the 2018 Pride festivities in Brazil, Coca-Cola took that homophobic expression and turned it into an empowering campaign by filling cans of Coke with Fanta.

With zero media investment the campaign generated huge buzz during international LGBT and Pride Day.

Agency: David SP

h/t DDDDAN and Hornet

 

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