This Coke is a Fanta

By DAVID, São Paulo, Brazil

For Coca-Cola

Winner in category Direct

In subcategory Consumer Marketing

Project Description
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 and bully LGBT+ community in the country. Hundreds of offensive memes were created and even songs, all with discriminatory intentions. It was time for us to do something about that. In support of 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 that ignores labels, challenges prejudice and empowers people. Showing that there’s nothing wrong about a Coke being a Fanta. The iconic cans carrying this simple message were intentionally designed to become a statement for the fight against prejudice.
Agency Solution
With Coca-Cola owning both brands, Coke and Fanta, we had the best-case scenario. We created special iconic red Coca-Cola cans with the message printed on the surface: “This Coke is a Fanta. So, what?” challenging this homophobic bias. By the end we had the final product, a Coke with Fanta inside. The cans were initially distributed internally at Coca-Cola and to key influencers, but they took over social media and the streets, with people making their own DIY Coke/Fanta bottles, carnival costumes, clothes, cellphone covers, transforming this expression into a symbol for Coke and mobilizing Brazilians to fight prejudice.
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