Say Yes To Love.
Coca-Cola backs the Yes campaign in Australia's marriage-equality plebiscite. Limited-edition cans and a King's Cross billboard, in seven days.
In 2017, Australia voted in a contentious plebiscite on marriage equality. Coverage was increasingly toxic in much of the mainstream media, and many brands hesitated to back the Yes campaign, worried about how it'd play with No voters, or settling for non-committal pride templates and rainbow-washing. For a brand as ubiquitous as Coca-Cola, staying quiet was a position of its own.
Coca-Cola didn't need a new platform. It needed to put its actual product, and its biggest assets, behind the side it believed in, without softening the language to avoid offence.
We united local and global teams to transform the iconic Coke can into a symbol of support for marriage equality. Seven days from brief hitting designers, limited-edition cans were on shelves across the country. Coca-Cola also transformed another of its most-recognised brand icons: the billboard in the beating heart of Sydney's queer community, King's Cross, into an open declaration of support for the Yes vote. Both the cans and the billboard rolled into social, taking the message to millions more Australians.
Cans were hunted for in stores so people didn't miss out. +17% positive sentiment. 245% more effective at increasing brand love. More importantly, marriage equality passed nationally with 61.6% Yes, and the work proved that brands should always stand up for the causes they believe in.
