How a can of coke completely challenged homophobia in Brazil

That Coke is a Fanta. So what? How one can of coke turned Brazil’s biggest homophobic slur into a symbol of PRIDE!

 

The world is full of homophobic expressions such as “Sword Swallower”, “He plays for the other team” or “Pillow bitter” and in Brazil, people say: “That Coke is a Fanta”. But not in a nice way. For years, this expression has been used to make fun of homosexuals in Brazil.

So, Coca-Cola decided to take a stand.

To celebrate International LGBT+ Pride Day, they launched a limited edition Coca-Cola can with Fanta inside and a message: “This Coke is a Fanta. So What?”. The statement challenged a deep-rooted expression of prejudice, taking over headlines and organically becoming a symbol of pride.

They transformed that expression. A simple concept and a single can turn a homophobic expression into a symbol of Pride!

The campaign flooded people’s social media timelines, took over the streets with people making their own DIY Coca/Fanta bottles, carnival costumes, clothes, and cellphone covers to transform this expression into a symbol for Coke and Brazilians to fight prejudice.

But most importantly, it encouraged people to be proud of who they are, Cokes or Fantas.

Watch the incredible case study below:


Sources: YouTube | Coke
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Brent Lindeque is the founder and man in charge at Good Things Guy.

Recognised as one of the Mail and Guardian’s Top 200 Young South African’s as well as a Primedia LeadSA Hero, Brent is a change maker, thought leader, radio host, foodie, vlogger, writer and all round good guy.

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