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Comments are not pre-screened before they post. Get The Drum Newsletter Build your marketing knowledge by choosing from daily news bulletins or a weekly special. Video Is this the era of social media reckoning? Please follow these guidelines before commenting on our website: Complete sentences and proper grammar will help others understand you.

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Although gay-themed movies and television shows are commonplace, advertising has been slower to embrace same-sex couples, especially among marquee brands.

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Coke's Olympics backlash: the rising bar for corporate action

Video Is this the era of social media reckoning? Use standard writing style and punctuation. Coca-Cola supports marriage equality with rainbow billboard and cans as brands shy away from SSM debate. In April, Airbnb launched a campaign Until We All Belongwhich called on the public to pledge support for marriage equality by wearing a ring designed by Marc Newsom. Build your marketing knowledge by choosing from daily news bulletins or a weekly special. The controversy is the latest evidence that even companies that have done their level best to meet society's expectations — around sexual orientation, or factory conditions in poor countries, or climate change, or any other headline-generating issue — can be caught unaware as expectations ratchet up. Deena Fidasdirector of the Human Rights Campaign's workplace project, told me by phone that HRC is not calling for a boycott of the Olympics, but instead wants to work constructively with the sponsors.

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Most want to quietly support their own LGBT workers, but they are wary of alienating others, including those customers who oppose gay rights. Build your marketing knowledge by choosing from daily news bulletins or a weekly special. The ad, part of the company's global "Taste the Feeling" campaign, features a teenage girl ogling the pool boy from a downstairs window while her brother does the same from upstairs. The adjacent billboard has also received a makeover to reflect the company's stance and it will release a limited run of Coke cans featuring the word 'love' and a rainbow design. Please consider the following statements pertaining to comments posted by you and other visitors to our website:

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