After the negative media coverage at the Sochi Winter Olympics with the anti-gay online controversy, we wanted to set the world straight when it came to Coke’s belief in ‘Open Happiness’. And we wanted to do in an iconically Coke way.

By showcasing one of the most iconic brands with one of the most iconic symbols of gay pride, the bottle instantly became a representation of equality and Coke’s commitment to Open Happiness. It wasn’t just a bottle, it was a statement that people could embrace.

With such a statement and amazing new look, bottles disappeared off the shelves with people trying to get their hands on one. In fact, being the first time in history that Coke has ever replaced its classic packaging with the gay pride colours, bottles have quickly become a sought after item for collectors and Coke enthusiasts.