Beruflich Dokumente
Kultur Dokumente
”
-Client: Coca Cola
-Agency: David SP
- Presentation by: Kevin Templin
Combating Homophobia
• Goals:
• To show that the Coca Cola company is against discrimination.
• To increase public support for the LGBTQ (Lesbian, Gay, Bisexual,
Transgender, questioning) community.
Coca Cola Campaign Objectives
For goal 1, to show that the Coca Cola Company is against discrimination.
To have an effect on the general public to show that discrimination cannot
be tolerated; even if said discrimination is shown through a “playful”
expression.
Coca Cola Objectives
For goal 2, to increase public support for the LGBTQ (Lesbian, Gay, Bisexual,
Transgender, Questioning) community:
To have an effect on the acceptance of the LGBTQ community within
Brazil, specifically by increasing public support by showing there is nothing
wrong with being L.G.B.T.Q.
Tactics Used In the Campaign
Coca Cola produced limited edition Coke cans filled with Fanta soda.
Created a YouTube video to go along with campaign
Measures Likely Used to Evaluate
Campaign Effectiveness
Amount of times the YouTube video was shared on social media.
Amount of likes of campaign on social media
Percentage of sales during the campaign
1,068,984,850 media impressions
Did the Campaign Meet Its Objectives?
I believe so...
Supporters of the campaign…
Created fake merchandise
Showed their support on social media
Created their own Coke Fanta
Coke Fanta was a hit during Brazilian pride festival
1,068,984,850 Media impressions
Voted most engaging organic campaign in Brazil in 2017
References:
https://www.prexamples.com/2018/08/how-coca-cola-turned-a-
homophobic-expression-into-a-symbol-of-pride/
https://hornet.com/stories/that-coke-is-a-fanta/
https://www.youtube.com/watch?v=YWkMvgRYAfE