Coca-cola: Coca-cola

Credits & Description:

Alternative title: Essa Coca é Fanta
Agency: DAVID Sao Paulo
CCO/Founder: Anselmo Ramos
Managing Director & Global COO: Paulo Fogaça
Managing Director: Sylvia Panico
Creative VP: Rafael Donato
Creative Director: Edgard Gianesi
Sr. Art Director: Jean Zamprogno
Sr. Copywriter: Fernando Pellizzaro
Head of Account: Carolina Vieira
Associate Account Director: Stefane Rosa
Account Executive: Pedro Zetune and Gustavo Appendino
Head of Planning: Daniela Bombonatto
Planning Manager: Carolina Silva
Head of Global Production: Veronica Beach
Head of Production: Fabiano Beraldo
Producers: Renata Neumann, Fernanda Peixoto, Gabriela Boghosian, Julia Padovan
Graphic Producer: Samuel Silva
Mechanicals: Victor Peccia, Shirley Magalhães
CLIENT: The Coca-Cola Company
Javier Rodriguez Merino, Adriana Knackfuss, Francesco Cibo, Marcelo Pascoa, Conrado Tourinho, Diego de Oliveira, Patricia Pieranti, Flávio Reghini, Carla Dart, Danilo Dualiby.

PRODUCTION
Production Company: Landia
Director: Veronica Von Hunefeld
Executive Producer: Sebastian Hall / Carol Dantas
Producer: Alejandro Panzitta / Camilla Bastos
Production Coordinator: Andre Mortara
Dop: Alexandre Ermel
Atendimento: Rafael Passos
Production Company: O2
Produtora: O2 Filmes
Diretor de Cena: Bruno Ilogti
Diretor de Fotografia: Will Etchebehere
Edição: Bruno Ilogti
Agência: Mynd8
Diretora comercial: Fátima Pissarra
Gerente de Talentos: Mariana Campos
Audio Production Company: Jamute
Produtora de som: Jamute
Criação e produção de Trilha: James Pinto e Leck Gomes
Atendimento: Sabrina Geraissate
Synopsis:
The DAVID team created a special Coca-Fanta can to symbolise the need for people to ignore labels, defy prejudices, and be true to themselves. Only Coca-Cola employees could check up on the novelty cans, which were in the fridges of the company's 13 floors. In spite of being internal, the work was a marketing hit and images of the Coca-Fanta can went viral on social networks.
Coca-Cola's internal action turns homophobic joke into marketing and pride for employees. The action was done internally within the headquarters of Coca-Cola in Botafogo, Rio de Janeiro. The creation was from the David agency.
Only employees could check up on the novelty, which was in the fridges of the company's 13 floors.
"We've created a special can to recognize who ignores labels, defies prejudices, and assumes who they really are. This Coke is pride. This Coke is Respect. This Coke is Fanta, "said the brand.
In spite of being internal, the action was a marketing hit, since, of course, the images of the Coca-Fanta tin went viral in social networks.

DAVID THE AGENCY Sao Paulo, Brazil Entrant Company
DAVID THE AGENCY Sao Paulo, Brazil Idea Creation
LANDIA Sao Paulo, Brazil Production
O2 FILMES Sao Paulo, Brazil Production
MYND8 Sao Paulo, Brazil Additional Company
JAMUTE Sao Paulo, Brazil Additional Company
DAVID Miami, USA Additional Company

Anselmo Ramos DAVID Miami CCO/Founder
Paulo Fogaça DAVID Miami Managing Director
Sylvia Panico DAVID São Paulo Managing Director
Rafael Donato DAVID São Paulo Creative VP
Edgard Gianesi DAVID São Paulo Creative Director
Carolina Vieira DAVID São Paulo Head of Account Management
Jean Zamprogno DAVID São Paulo Sr. Art Director
Fernando Pellizzaro DAVID São Paulo Sr. Copywriter
Stefane Rosa DAVID São Paulo Associate Account Director
Pedro Zetune DAVID São Paulo Account Executives
Gustavo Appendino DAVID São Paulo Account Executives
Daniela Bomonatto DAVID São Paulo Head of Planning
Carolina Silva DAVID São Paulo Planning Manager
Veronica Beach DAVID Miami Head of Global Production
Fabiano Beraldo DAVID São Paulo Head of Production
Fernanda Peixoto DAVID São Paulo Producers
Renata Neumann DAVID São Paulo Producers
Gabriela Boghosian DAVID São Paulo Producers
Julia Padovan DAVID São Paulo Producers
Samuel Silva DAVID São Paulo Graphic Producer
Victor Peccia DAVID São Paulo Mechanicals
Shirley Magalhães DAVID São Paulo Mechanicals
Javier Rodriguez Merino The Coca-Company Responsible for the client
Adriana Knackfuss The Coca-Company Responsible for the client
Francesco Cibo The Coca-Company Responsible for the client
Marcelo Pascoa The Coca-Company Responsible for the client
The Coca-Company Responsible for the client
Vero Von LANDIA Director
Sebastián Hall LANDIA Executive Producers
Carol Dantas LANDIA Executive Producers
Alejandro Panzitta LANDIA Producers
Camilla Bastos LANDIA Producers
Andre Mortara LANDIA Production Coordinator
Alexandre Ermel LANDIA Director of Photography
Rafael Passos LANDIA Account
Bruno Ilogti O2 Filmes Stage Director
Will Etchebehere O2 Filmes Director of Photography
Fátima Pissara Mynd8 Comercial Director
Mariano Campos Mynd8 Talent Manager
James Pinto Jamute Track creation and production
Leck Gomes Jamute Track creation and production
Sabrina Geraissate Jamute Account
Synopsis
The world is full of homophobic expressions such as “He plays for the other team” or “He is a pillow bitter”. In Brazil, one of the most famous expressions is “Essa Coca é Fanta” which in English means: “That Coke is a Fanta”. For years, this expression was used to make fun of the LGBT+ community in the country. Hundreds of pejorative memes were created and even songs, all with the discriminatory intentions. This is no light joke in a country with a terrible record on homophobic crimes. It was time for us to do something about that.
Outcome
- 1 Billion media impressions for a local market idea, with 0 U$ media spent.
- Google search bar is one of the best thermometer of pop culture in Brazil and we changed it without media spent, only organic reach and engagement. If you searched “Essa Coca É Fanta” on Google in the past, the first thing that pops up on search was homophobic memes, all related to homophobic words. Now, “Essa Coca é Fanta” is related to empowerment and pride terms.
- Biggest search on Google history for the term
“That Coke is a Fanta”.
- Inspired knock off merchandising such as t-shirts, mugs and even cell phone covers.
- “Cokes that are Fantas” inspired hundreds of costume designs, among the most popular during Carnival
- Trending topic on Twitter.
- The can changed a Homophobic expression into a empowering statement.
Execution
With Coca-Cola owning both brands, we had the best-case scenario. We created special iconic red Coca-Cola cans with the message printed on the surface: “This Coke is a Fanta. So, what?”. By the end we had the final product, a Coke with Fanta inside. What started as a can design quickly became a symbol, taking over social media, then being a huge success at the Brazilian Carnival, with people making their own DIY Coca /Fanta bottles and even costumes.
Campaign Description
In support to international LGBT+ pride day, Coca-Cola designed a limited edition can. A red Coke can with orange Fanta inside, featuring the message: “That Coke is a Fanta. So what?” A special can that ignores labels, challenges prejudice and empowers people. Showing that there’s nothing wrong about a Coke being a Fanta. The iconic cans carrying this simple message were intentionally designed to become a statement for the fight against prejudice.