The iconic global soft drink brand Coca-Cola is shaking things up and changing the look of its cans to celebrate Sydney WorldPride 2023. The limited edition “Love Cans” will feature a rainbow inside a heart set inside the O of the word love, which has become a powerful symbol of the LGBTQ+ community.
The Coca-Cola Company is a long-time supporter of the LGBTQ+ community, not only through its wide-reaching corporate policy of non-discrimination, but also through its engagement with various LGBTQ+ organizations and initiatives. The Rainbow Love Cans are the latest example of the company’s commitment to LGBTQ+ inclusion.
At the upcoming WorldPride event in Darlinghurst, Sydney, the cans which were first created during Australia’s 2017 marriage equality debate to encourage people to vote yes on the plebiscite will be available for free at the Opening and Closing concerts, as well as in the Pride Villages.
Sydney WorldPride will be held from February 24 to March 8, during which time Crown and Riley Streets will be closed off in order to host stalls, performances, and dining for the villages.
“Coca-Cola has long had faith in the capacity of uniting people, regardless of who they are or where they come from, because it is love that links us all,” Coca-Cola Australia marketing director Kate Miller said.
At the Domain, the Opening Ceremony will include performances from Kylie Minogue, Charli XCX and Jessica Mauboy, as well as a Coca-Cola photo booth.
Nine cameras will be used by the booth to generate 3D images that can be rapidly disseminated on social media platforms.