SAY YES TO LOVE

MY ROLE

  • Strategic Development

  • Communications Planning

  • Cultural Research & Consultation

THE PROBLEM

In 2017, Australia was voting in a contentious plebiscite on the future of all Aussies - Marriage Equality. The conversation was increasingly toxic in much of the mainstream media, and many brands were hesitant to support the Yes vote, worried about how it might be perceived by No voters. Similarly, there were many examples of businesses dipping their toes in the water and come off as non-committal - or worse, rainbow-washing other activities.

WHAT WE DID

To demonstrate Coca-Cola's commitment to equality, we turned their product, and their biggest advertising assets, into celebrations of more equal love.

We united local and global teams to transform the iconic Coke can into a symbol of support for marriage equality. Only seven days after the brief hit designers, these limited edition cans were released across the country, causing a stir in real life and on social media.

In addition to updating the product, Coca-Cola transformed another one of their brand icons - the billboard in the beating heart of Sydney’s queer community, King’s Cross - into an exclamation of their support of the Yes vote.

The update of the product, and of the sign, were both turned into social content, reaching millions more Australians with a message of love and support for the LGBTQ+ community.

HOW IT PERFORMED

From Coke’s perspective, it was a huge success - with people hunting for the cans in stores to make sure they didn’t miss out.

  • 17% increase in positive sentiment

  • 245% more effective at increased brand love

But more importantly than corporate metrics, Marriage Equality passed resoundingly in Australia - and it proved that brands should always stand up for the causes they believe in.

LIVE LINKS, IF YOU’RE INTO THAT

Everyone deserves love, and every couple should have the right to happiness. That's why we have changed our Kings Cross sign, to show Australia that we say YES.

We've produced limited edition "Love" cans to show our support for marriage equality. They're available this week in limited stores around the country but are in short supply, so keep your eyes...