Coca-Cola Italy pulled out all the stops to share the #LoveIsLove message at 2018’s Milan Pride parade. They invited everyone celebrating across the globe to become part of the world’s longest love story…

Previously known as the Gay Pride Parade, Milan Pride now embraces diversity in a broader sense, including differences in ethnicity and disability, as well as those related to sexual orientation. 

#LoveIsLove

As official sponsors of Pride, Coca-Cola Italy encouraged parade-goers to bring all their experiences together by sharing photos and videos of themselves enjoying the event with the #LoveIsLove hashtag.

250,000 people walking the parade route

As Milan’s 2018 Pride celebrations got into full swing, the #LoveIsLove message was broadcast far and wide across the world. In Milan alone, 250,000 people gathered to walk along the parade route from Piazza Duca D'Aosta to Porta Venezia.

Pride of Milan
More than 250,000 people gathered to celebrate the event .

Instagram Stories of love

As the #LoveIsLove message spread on social media, Coca-Cola decided to launch a challenge to publish the longest stories of love in the world.

News of the world’s longest love story soon spread. Before long, Pride-goers from Veneto, Calabria and Sicily to the United States, Mexico, Iran and Canada, were all using the #LoveIsLove hashtag to build their own Instagram stories and help Coca-Cola Italy reach their goal.

To coincide with the spectacular event, Coca-Cola Italy also created more than 40,000 limited edition cans to help spread the word, replacing the iconic Coca-Cola signature with the word Love. The cans also featured a rainbow heart as part of their new logo.

More than 250,000 people gathered to celebrate the event .

Find out more about the limited-edition Love cans.

“The Coca-Cola ‘Love’ cans are the perfect opportunity to use our famous logo to express a simple but strong idea of equality.
— Annalisa Fabbri, Coca-Cola Italia Marketing Director 

While parade-goers joined together to enjoy a limited-edition Coke, they were invited to take a photo in front of Coca-Cola’s wall of ‘Love’ cans. Hundreds of photos were taken and shared at the wall, with more than 1,500 stories being uploaded to Instagram, generating more than 222 million potential impressions.

“Equality and diversity are extremely important in defining what we are as a brand and as a company,” says Annalisa Fabbri, Coca-Cola Italia Marketing Director. “Coca-Cola is everyone's brand, in all possible diversities. ‘Love’ cans are the perfect opportunity to use our famous logo to express a simple but strong idea of equality.”

Pride of Milan
People joined together wearing ‘Love’ t-shirts inspired by the campaign.

Find out more about Coca-Cola GB’s innovative campaigns.