COCA COLA LET’S BE EQUAL

For Women’s Day 2020, we aimed to create a campaign that would strongly attract public attention and point out the issue of gender inequality. And we succeeded in it.

Challenge

Serbia is the country where women earn up to 16% lower salary than men working on the same position.

This is also a topic that is reluctantly discussed in our country, with the issue being minimised.

Solution

To demonstrate that the difference was not minimal, but clearly visible, a day before Women’s Day 2020, we sent the Coca-Cola Let’s Be Equal packs with two bottles, including one 16% less filled, to addresses of selected media outlets.

The packs also included information that women in Serbia were 16% less paid than men.

We knew that every recipient would activate their relevant communication channels.

Results

0+ media reports
Cooperation with influencers
0+ Let’s Be Equal bottles
Support to women’s entrepreneurship through cooperation with the Chamber of Commerce and Industry of Serbia (CCIS)

Conclusion

Coca Cola signed an agreement on cooperation with the CCIS in order to empower women’s entrepreneurship, taking the side of equality once again.

With this campaign, we demonstrated that inequality was always obvious, with the only question being whether we wanted to see it.

If you’re ready to set out to a major change, even with small steps, contact us.