Background:

2019, Coca-Cola Germany wanted to celebrate 50 years of Christopher Street Day (aka Pride Week) with an outstanding campaign. This is more important than ever: after some years of rising equality, LGBT people are discriminated and offended again – even in Europe (+30% in Germany, 2019 vs 2018).

Brief:

Since the iconic „Hilltop“ TVC in 1971, Coca-Cola is known for embracing diversity & tolerance. But in our today’s world inequality and hate are growing. How can Coke make a bold stand that celebrates love and equality?

To make a bold stand that celebrates equality, we replace the iconic Coca-Cola logo by love. A limited can edition for unlimited love: with a rainbow-coloured heart in the lettering design.

To maximize impact, we did what haters would never do: we turned Pride Week into a huge platform. The product itself, the can, became our message: Love Can.

To maximize the impact of Coke’s love message, we did what haters would never do: we turned Pride Week into a huge platform.

50 years of Christopher Street Day: even more crowded Parades in Berlin, Hamburg and Cologne and even broader coverage in the press.

The brand that embraces diversity for decades was official part of the Parades: with a huge truck to display our “Hate can’t” message and to sample the Love cans for free.

To maximize the impact of Coke’s “Love” limited edition, we did what haters would never do: we turned Pride Week into a huge platform. The product itself, the can, became our message: Love Can.

2,300 giant blow-ups, billboards, streetfences and walking beams with bold statements were tactically placed en route of the Parades in Berlin, Hamburg and Cologne. accompanied the promo sampling pride truck with 86,000 love cans.

That way we showed the world: Hate can't dance – Love can.

With the campaign “Coke sets standards for equality” (The Drum):

- Celebrities like Mr. Gay Germany 2019 and Germany’s Queer Queen Olivia Jones spread the bold statements in social media.

- In social media, the “Love can” message and campaign achieved a 99% positive sentiment ratio.

- The limited edition of the love cans became a hype in sales on ebay: with a 225% higher price than a standard Coke can.