Coca-Cola: Love Is Revolutionary

Mariana Aguilar, Vitor Amos, Guilherme Padua

Soft-drink brand, Coca-Cola, connected with the Black community in Brazil by celebrating Black love at the Afropunk music festival.

Campaign details

Brand: Coca-Cola Brand owner: Coca-Cola Company Entrant company: Coca-Cola BrazilIdea creation: Openx Sao Paulo Market: Brazil Sector: Carbonated soft drinks Media channels: Word of mouth, Influencers, KOLs, Packaging & design, Social mediaBudget: Up to 500k

Executive summary

Coca-Cola had already sponsored many music festivals but hadn't yet sponsored any dedicated to the black community. Afropunk was the brand's opportunity to connect with this audience and celebrate its culture through a meaningful message.

And this sponsorship was a revolution about love: a special...

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