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2019 One Show - Public Relations

This Coke is a Fanta

Agency DAVID / São Paulo + Coca-Cola / Rio de Janeiro

Client Coca-Cola
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Annual ID

OS_PR19082M

About the Work

The world is full of homophobic expressions such as “He is a pillow bitter”. In Brazil, one of the most famous expressions is “Essa Coca é Fanta” which in English means: “This Coke is a Fanta”. For years, it was used to make fun of the LGBT+ community. In support to international LGBT+ pride day, Coca-Cola launched a limited edition can. A Coca-Cola can with Fanta inside, featuring the message: “This Coke is a Fanta. So what?”. A special item that ignores labels and challenges prejudice. Before our campaign, if you searched “Essa Coca É Fanta” on Google, the first thing that pops up on search was offensive homophobic memes. Now, “Essa Coca é Fanta” is only exclusively related to empowerment and pride terms The campaign shifted the meaning of the homophobic expression, giving place for a empowering statement of pride.