Coca-Cola labels its bottles with pride

The beverage giant supports the LGBT community in the Philippines with a simple yet significant innovation

In a world that seems to grow less tolerant by the minute – and in a country that has seen its fair share of violence – a little love goes a long way. June 30 is the date of the Pride march in Manila. To show its support for the LGBT community in the Philippines, Coca-Cola produced special bottles with rainbow-hued labels that could be taken off and worn as bracelets. Now that Miss Spain is transgender and brands are keen to play a positive role in society, Coca-Cola proved that it’s in touch with contemporary culture by changing its look for a good cause. Not that it actually needs its usual label – the shape of the bottle is so familiar that it’s a logo in its own right.