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...