Coca-Cola Celebrates Pride with That 'Coke is a Fanta'
References: coca-colacompany & hornet
Essa Coca é Fanta (or 'That Coke is a Fanta' in English) is a Portuguese expression that is commonly used in Brazil to communicate homophobia. Through its global standing and the popularity of its product, Coca-Cola seeks to elevate the negative connotation behind the expression and re-direct it as something to be proud of.
Thus, during the 2018 Pride festivities in Brazil, Coca-Cola produced cans of Coke and filled them with orange Fanta. The symbolic value here is apparent and the approach to marketing is quite refreshing. The limited edition vessels were launched in the beverage company's traditional style and on the side, the words 'Essa Coca-Cola é Fanta — e dai?' ( 'That Coke is a Fanta — so what?') stand out. This project is successful in ultimately liberating the harmful idiom and giving it a lighthearted edge that advocates for acceptance and inclusivity.
Thus, during the 2018 Pride festivities in Brazil, Coca-Cola produced cans of Coke and filled them with orange Fanta. The symbolic value here is apparent and the approach to marketing is quite refreshing. The limited edition vessels were launched in the beverage company's traditional style and on the side, the words 'Essa Coca-Cola é Fanta — e dai?' ( 'That Coke is a Fanta — so what?') stand out. This project is successful in ultimately liberating the harmful idiom and giving it a lighthearted edge that advocates for acceptance and inclusivity.
Trend Themes
1. Brand Activism - Opportunity for brands to stand up and advocate for certain social issues and causes to increase customer loyalty.
2. Social Media Marketing - Opportunity for brands to leverage social media platforms to showcase their values and engage with their following.
3. Inclusive Marketing - Opportunity for brands to showcase their commitment to diversity and inclusivity, and establish themselves as socially responsible to attract a wider customer base.
Industry Implications
1. Beverage Industry - Opportunity for beverage brands to adopt innovative and inclusive marketing strategies that appeal to a diverse customer base and establish themselves as socially responsible brands.
2. Marketing Industry - Opportunity for marketing agencies to offer brand activism and social media marketing services to help businesses establish themselves as socially responsible and diverse.
3. Retail Industry - Opportunity for retail brands to adopt inclusive and diverse marketing strategies that appeal to a wider customer base and establish themselves as socially responsible retailers.
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