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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About the Author

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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