Coca-Cola: Love is always the right way

Vladimir Simic, Bojan Dodevski, Boban Milanovic, Irina Maja, Biljana Petrova

Coca-Cola, the brand leader in the soft drink category in Macedonia, re-inforced its brand message of inclusivity at Macedonia's first-ever Pride Parade in 2019.

Campaign details

Brand: Coca-ColaBrand owner: The Coca-Cola CompanyAgency: McCann SkopjeMarket: MacedoniaIndustries: Carbonated soft drinksMedia channels: Packaging & designBudget: No budget

Executive summary

When Macedonia was organising its first Pride Parade on 29 June 2019 in Skopje, the public was divided, expressing openly negative sentiments and hate speech, especially on social media. Slang and jargon words are often used to label activists and LGBTQI people (обратен/и means ‘opposite’ or ‘reverse’).

Coca-Cola is the only brand that could bridge this divide and openly speak and share a...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands