The expression "This Coke is a Fanta" was already a part of Brazilian culture and popular sayings, so the idea had a seamless and natural fit with the local culture. The fact that we used the product to bring this expression to life in a very simple way - by putting Fanta liquid inside a Coca-Cola can - gave the idea the viral power it had. Everyone was very familiar with the expression and people were eager to share it with friends and family who also knew it. More than that, a lot of them used the can to reinforce a pride speech rather than an old homophobic one.