Coca-Cola: Love is always the right way

Vladimir Simic, Bojan Dodevski, Boban Milanovic, Irina Maja, Biljana Petrova

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’).

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

Learn more Get a demo

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands