In a world riddled with prejudices, the LGBT community is often targeted with homophobic language. Unnecessary slurs and expressions that make fun of homosexuals exist all around the globe. The one widespread in Brazil is “This Coke is a Fanta”. It seems like an innocent joke from a distance but is far more than that.
Coca-Cola in Brazil has turned a common local insult into a strong anti-homophobia campaign by introducing a can of Coke full of Fanta.
The TVC states: “A single can turned a homophobic expression into a symbol of Pride.” The phrase became a hit during Brazil’s annual Carnival earlier this year, with many taking to social media to express how much they liked it.
The core message of the campaign was “This Coke is a Fanta, so what?” The campaign was even appreciated by the famous Brazilian LGBT singer, Pabllo Vittar.
As a result of the movement, the very expression that caused discomfort to homosexuals all over Brazil became a pride symbol.
All in all, Coca-Cola’s crusade against a widespread discriminatory expression gracefully achieved its desired goal. We feel that the community should embrace such campaigns with open arms.
