The world can be a cruel place, but for the LGBTQIA+ community, it can be a lot worse.
Queer folk around the world are subject to homophobic language. One such expression in Brazil is “Essa Coca é Fanta” or “That Coke is a Fanta.”
While this might seem funny to some, such expressions are extremely insensitive and hurtful.
To fight against prejudice, Coca-Cola launched a limited edition Coke can with Fanta inside, featuring the message: This Coke is a Fanta. So what?
The launch was scheduled around Carnaval in Brazil, and became a huge hit among the community and allies alike!
People began making their own versions of Coke Fantas with other packaging and even created knock-off merchandise.
Watch the campaign video here:
As a result of this, the phrase that once was associated with bullying and shame became a phrase that people would use with pride.
Coca-Cola is one of the most popular soft drinks in Brazil. While the country is largely queer-friendly, violence against the LGBTQIA+ community still persists. Coming from an influential brand, the campaign got many people to reconsider their attitudes towards queer folk.
We can only hope to see more campaigns like this one!