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...