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Much online ire was generated by the revelation that Coke had banned the word 'gay' from its 'share a Coke' digital initiative in South Africa. UK activity was monitored between 7 and 18 February across Twitter, blogs and forums. Overall in the UK, the Sochi Olympics have garnered , mentions. According to We Are Social, social media conversation regarding sponsors and the Games was so low because sponsors 'took the tactical decision prior to the Winter Games that Britain would not be a prime market to highlight their partnership'. Not reacting to it, or addressing it, enabled criticism to proliferate into negative headlines and, in some cases, even turned into a call to boycott products. Globally, the Games generated 7. Proportionally, UK consumers were more liberal-minded than global consumers. Although Coca-Cola was the number one mentioned brand in the UK, it was fourth globally, with 8, mentions. Stay signed in. Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day. Close Join a growing community of media, marketing and advertising professionals today Read exclusive registrant only articles Read more articles each month Sign up for free specialised news bulletins Register Now Already Registered? Email address. Find out more. Upgrade access. Looking for a new job? Create an alert now. The Rise of the Change Makers — responding to permacrises with resilience, optimism and control Promoted. Supercharge paid social performance with creative diversity Promoted. Nine hot trends in TV Promoted. Become a Campaign Member.

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And we wanted to do it in an iconically Coke way. We chose to do a campaign especially for one of the biggest gay pride events in the world — the Sydney Gay and Lesbian Mardi Gras. And we did it by taking one of the most iconic billboards sites in Australia and creating the biggest rainbow flag in the Southern Hemisphere. By showcasing one of the most iconic global brands with one of the most iconic symbols of gay pride, the billboard became an instant statement by Coke. People loved it. Not only was it a great photo opportunity for Sydneysiders and the thousands of tourists who came for the Mardi Gras celebrations, but the billboard also attracted worldwide press and a huge online media buzz. In fact, it gathered so much positive attention both in Australia and abroad, this never before seen outdoor was kept up in lights for an extended period of time. ZoomIn ZoomIn. Open carousel dropdown menu. Similar Campaigns. Shortlisted Cannes Lions.

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