Coca-Cola: Love is always the right way

Coca-Cola, the brand leader in the soft drink category in Macedonia, re-inforced its brand message of inclusivity at Macedonia's first-ever Pride Parade in 2019.

Campaign details

Brand: Coca-Cola Brand owner: The Coca-Cola Company Agency: McCann Skopje Market: Macedonia Industries: Carbonated soft drinks Media channels: Packaging & design Budget: No budget

Executive summary

When Macedonia was organising its first Pride Parade on 29 June 2019 in Skopje, the public was divided, expressing openly negative sentiments and hate speech, especially on social media. Slang and jargon words are often used to label activists and LG means ‘opposite’ or ‘reverse’).