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: