Campaign details

Brand: Coca-Cola
Brand owner: Coca-Cola Far East Limited
Lead agency: Ogilvy Philippines Inc.
Country: Philippines
Industries: Carbonated soft drinks
Media channels: Online video, Outdoor, out-of-home, Packaging & design, Social media
Budget: Up to 500k

Executive summary

With Coca-Cola championing the values of diversity and inclusivity across its many markets, it wanted to communicate these values to its consumers. The local Pride March in the Philippines is a yearly event that allows the LGBTQIA+ community to create awareness for issues that affect them. The Pride March was an opportunity for Coca-Cola to showcase its values. It did so by replacing its own label with a tangible symbol of diversity and inclusivity – a wearable rainbow label. Coca-Cola wanted the community to experience the meaning behind the values it champions. It distributed rainbow-labelled bottles so that marchers could show their support by wearing the rainbow bracelets on their wrists.