Explore the best creative works

Coca-Cola: Setting Standards for Equality

Client: Coca-Cola
Date: Jul 2019
Your Vote
4/5
Overall Rating
1/5
Opps, please vote again
1 votes

Tolerance, respect and diversity have always been one of Coca-Cola's core values. In Germany, the company has signed the "Charter of Diversity" and is a member of the "Alliance Against Homophobia".

With its internal Rainbow Network, the company also promotes diversity and equality among colleagues. In summer 2019, Coca-Cola celebrates these values of diversity and tolerance with a special campaign. On the occasion of Pride in Cologne, Hamburg and Berlin, Coca-Cola produced a limited edition 'Love Can', Coke Original taste in 0.33l. With an OOH campaign around the Pride events, the beverage company is spreading positive messages that show the power of love.

As part of the campaign, Coca-Cola is changing its world-famous logo: the iconic brand lettering will become the word "Love" on the Special Edition. The cans are limited to 100,000 pieces and are not commercially available. They are handed out on the CSDs to partners and companions of the brand. Participants of the Christopher Street Days receive the 'Love Can' on the Coca-Cola Pride Truck, which will take part in the parades. Attentive poster motifs in Cologne, Hamburg and Berlin hang in prominent places before and during the events. On them, the 'Love Can' becomes an opinion-strong message about the power of diversity and the power of love. With the campaign, Coca-Cola is committed to equality, freedom, tolerance and respect. For a world of openness and integration, Coca-Cola relies on the message of love and community, which must always be the answer to all pessimism, discriminatory tendencies and hatred.

Credits

Coca-Cola

By continuing to use The Drum, I accept the use of cookies as per The Drum's privacy policy