Coca-Cola changes branding to say ‘yes’ to marriage equality
Coca-Cola has started a campaign to say ‘yes’ to marriage equality in Australia in the lead up to the postal survey.
The company has re-designed its cans to say ‘love’ instead of the traditional ‘Coca-Cola’ branding.
Created by Ogilvy Sydney, the company has also revamped its iconic Kings Cross billboard to say “We say yes to love”.
The billboard is accompanied by a rainbow painted coke bottle positioned in front of a collage of ‘yes’ graphics.
At night, the Coca-Cola branding changes to emit rainbow coloured lights.
Derek Green, executive creative director of Sydney, told Mumbrella in a statement: “We believe everyone deserves love, that’s why we are very proud to have worked on and be part of this campaign with Coca-Cola and to say YES to marriage equality in Australia.”
emit.
Contrary to obvious thinking, this isn’t helping the Yes campaign. When a conga-line of opportunistic, and frankly slimy big corporates jump on a bandwagon, that’s the kind of support that delivers the opposite effect of what was intended. These companies – Qantas, Coca-Cola, PwC and the rest of the ‘temporary rainbow crew’, are opportunists who see a blip of revenue growth from this, nothing more. You can tell a person by the company they keep, and this isn’t company worth keeping.
There are those brands that were on the rainbow wagon before it got highly politicized and the ones that are brave enough now to put their money where their mouth is.
It’s an interesting and valid point of view – but it could also be argued that Coca-Cola and Qantas have been campaigning for marriage equality for a while now.
I think it’s important for brands to show their commitment to the cause with a sustained effort, rather than jump on the bandwagon purely for sales uplift. If they do it for the wrong reasons, then consumers will see through this and it will likely have little to no impact (and could damage the legitimacy of the cause).
You could also view it as the company showing supporting for its employees that identify as LGBT+ and promoting a workplace environment of inclusion rather than exclusion.
This is the Great effort from coca cola company. This is very interesting campaign but nice keep it up.
So bored. Already.
Soooo boring
Because nothing says all love is equal quite like a tin can of carbonated sugar ….