Coca-Cola’s internal action turns homophobic joke into marketing and pride for employees. The action was done internally within the headquarters of Coca-Cola in Botafogo, Rio de Janeiro. Only employees could check up on the novelty, which was in the fridges of the company’s 13 floors. “We’ve created a special can to recognize who ignores labels, defies prejudices, and assumes who they really are. This Coke is pride. This Coke is Respect. This Coke is Fanta, “said the brand.