Coke suffers backlash after cutting gay marriage scene from ad

Coca-Cola: cuts gay marriage scene from its ad campaign in Ireland
Coca-Cola: cuts gay marriage scene from its ad campaign in Ireland

Coca-Cola has been criticised for its decision to cut a gay marriage scene from the Irish version of its new "Reasons to believe" campaign, with the soft drinks giant arguing it wasn't "relevant" to the market.

The campaign, which launched across Europe shortly after Christmas, features a series of contrasting scenes that show both negative and positive vignettes, aiming to show Coke’s audience that there is "more good than bad in the world".

Coke has stated that the ad appears slightly differently in each market, tailoring the footage to its different audiences, but the Irish version of the ad has cut the scene depicting a gay marriage.

The brand has been criticised by Irish LGBT publication Eile.ie and continues to receive harsh criticism on Twitter, as the news of the ad spreads. 

Coke’s UK and Ireland marketing activation director Brid Drohan-Stewart said at the time of the campaign’s launch in December that the work is rooted in local research, "talking to people on an emotional level about topics that are relevant to them".

Irish publication TheJournal.ie received a statement from Coke which outlined that the "core objective" in the ad is that the scenes resonate with people in each country, to make sure they are "truly representative of cultural issues that they are familiar with and value". 

Coke points out that there is a St Patrick’s Day scene that is only included in the Irish version of the ad because the scene is "truly relevant from a cultural perspective".

Coke stated: "The wedding images used in the ad for the UK and other parts of Europe show two men getting married. The reason that was changed for Ireland is that while civil partnership for gay people is legal, gay marriage currently is not. This will be the subject of a referendum (2015)."

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage