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“This Coke is A Fanta, So What?


-Client: Coca Cola
-Agency: David SP
- Presentation by: Kevin Templin
Combating Homophobia

• Homophobia exists all over the world in many forms


• Something that perpetuates homophobia are homophobic expressions
• “Essa Coca e Fanta” is used in Brazil as a homophobic expression which
translates into “That Coke is a Fanta.” The expression is used to mock a
person that is outwardly gay.
• The issue is both proactive and reactive. It’s important to try and eliminate
problems caused by homophobia. It’s also important to try and prevent
problems before they appear.
Combating Homophobia

 To combat homophobia the Coca Cola company created a campaign to


turn the homophobic expression on its head.
 Coco Cola sold limited edition Coke cans filled with Fanta and the
expression, “This Coke is a Fanta, So What?” written on the can.
 The campaign was targeted toward Brazilians during their gay pride
season.
Campaign Goals

• 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

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