Coca-Cola: Wear Your Pride

Erielle Pineda

Coca-Cola changed the brand's iconic red label into a wearable rainbow-coloured band in honour of Pride March in the Philippines to promote its long history of championing diversity and inclusivity.

Campaign details

Brand: Coca-ColaBrand owner: Coca-Cola Far East LimitedLead agency: Ogilvy Philippines Inc.Country: PhilippinesIndustries: Carbonated soft drinksMedia channels: Online video, Outdoor, out-of-home, Packaging & design, Social mediaBudget: 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...

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