Drink it with pride

Fernet 1882

Drink it with pride Fernet 1882 Study Case
On the LGBTQ+ International Pride Day, we launched a campaign to celebrate diversity and to fight hate.
Study Case from Fernet 1882 - Drink it with pride

Problem

We got tired of homophobia

On Twitter, the word “puto” is used all the time to insult those who don’t drink fernet, who are also targets of “jokes” that reinforce homophobic speeches.

Idea

No room for the twitter haters

We used social listening tools in order to detect more than 5000 tweets where the words “puto” and “fernet” were mentioned. Then, we reached out to local figures from the LGBTQ+ community, and with their help we created videos and photos to answer, one by one, all the homophobic tweets on Pride Day.

Results

Users reached: +800 k

+5000 replies

+2500 mentions

90% positive reactions

 

AWARDS

Festival of Media Latam

Best Campaign Lead by Cause - Gold

Best Creative Idea – Special Mention

 

+DIGITAL

Best Campaign Strategy - Bronze

Best Social Media Campaign - Bronze

Creative Use of Media - Bronze