Cannes Lions

This Coke is a Fanta

DAVID THE AGENCY, Sao Paulo / COCA-COLA / 2018

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Overview

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Credits

Overview

Description

In support to international LGBT+ pride day, Coca-Cola launched a limited-edition can. A red Coke can with orange Fanta inside, featuring the message: “This Coke is a Fanta. So what?” A special can that ignores labels, challenges prejudice and empowers people. Showing that there’s nothing wrong about a Coke being a Fanta. The iconic cans carrying this simple message were intentionally designed to become a statement for the fight against prejudice.

Execution

With Coca-Cola owning both brands, we had the best-case scenario. We created special iconic red Coca-Cola cans with the message printed on the surface: “This Coke is a Fanta. So, what?”. By the end we had the final product, a Coke with Fanta inside. The cans were initially distributed in small scale and to key influencers, but they took over social media and the streets, with people making their own DIY Coca /Fanta bottles, carnival costumes, clothes, cellphone covers, transforming this expression in a symbol for Coke and Brazilians to fight prejudice.

Outcome

- 1 Billion media impressions for a local market idea, with 0 U$ media spent.

- Google search bar is one of the best thermometer of pop culture in Brazil and we changed it without media spent, only organic reach and engagement. If you searched “Essa Coca É Fanta” on Google in the past, the first thing that pops up on search was negative homophobic memes, all related to homophobic words. Now, “Essa Coca é Fanta” is related to empowerment and pride terms.

- Biggest search on Google history for the term

“That Coke is a Fanta”.

- Trending topic on Twitter.

- The can changed a Homophobic expression into a statement of pride.

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