The most powerful ideas are those that not only change minds
or bottom lines, but also change the world.

THAT COKE IS A FANTA, COCA-COLA

“That Coke is a Fanta” has been a longstanding homophobic expression in Brazil. In support of international LGBT/Pride Day, Coca-Cola launched a limited-edition product – its iconic red Coke can with Fanta inside. It featured the message: This Coke is a Fanta. So What?

Coca-Cola took a negative brand association and turned it on its ear, transforming it into an empowering rallying cry for Brazil’s LGBT community.

  • It’s inspiring to see how Coke used its brand and physical product to build human connections, challenge labels and combat prejudice.

Selected by:

KATHY KLINE, GLOBAL STRATEGY OFFICER

STARCOM

 

BLACK SUPERMARKET, CARREFOUR

Carrefour sought out to protect biodiversity through the sale of high-quality produce and change the laws that a producer can only grow and sell what’s in the catalogue of authorized species. Carrefour ultimately defended independent farmers right to grow ‘prohibited’ vegetables.

With this campaign Carrefour influenced the political agenda and changed the EU regulation on organic agriculture.

  • This is a strong example of the power that a category-leader can positively wield through mobilizing consumers and key opinions leaders.

Selected by:

STINE HALBERG, CEO

PUBLICIS MEDIA DENMARK

 

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