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Company: Coca-Cola Co.
    View Company Scorecard / Contact Company
Brand: Coca-Cola/Coke
Ad Title: This Coke is a Fanta
Business Category: Non-Alcoholic Beverages
Media Outlets: Online Video
Country: Brazil
Region: Latin/South America
Agency: in-house
Year: 2018
Target: Gays & Mainstream
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Theme(s)

Consciousness Raising

GLBT Empowerment

Theme Breakdown

AdRespect Score: 
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Coca-Cola had a problem: in Brazil, two of its brands were being used as a slur against LGBT people in the expression "This Coke is a Fanta" -- meaning the person is not who they appear to be.

So in this promo video, it starts off the bat noting "The world is full of homophobic expressions" and lists with flags to indicate where they're from: sword swallower (Argentina), pillow biter (Spain), "he plays for the other team" (USA), and "Essa coca Fanta" (Brazil). It then shows dozens of examples from Brazilian culture and social media.

"It might look like an innocent joke, but it's not. So Coca-Cola created a limited edition can. Yes, a Coke with Fanta inside. Launched on international LGBT Pride day." The cans read "This Coke is a Fanta, so what?”

It notes "A single can turned a homophobic expression into a symbol of Pride. It changed the way people searched for the expression on Google. A conversation full of hate changed overnight."

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