This Coke is a Fanta

Conrado Tourinho · David, Sao Paulo

Insight

A popular homophobic slur in Brazil is "That Coke is a Fanta" an expression that mocks anyone deemed too expressive, flamboyant or not macho enough.

Idea

Create a can that could serve as a symbol of pride, a Coke with Fanta inside.

Execution

Red Coke can with orange Fanta inside, featuring the message: “This Coke is a Fanta. So what?” thereby stadning alonside the gay community.

Notes

Tapped into a solid cultural insight. If past FMCG experience is anything to go by, It’s hard to convince a client to mess with their product/packaging.