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The Coca-Cola Co launches limited edition 'love' cans to support marriage equality in Australia

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The Coca-Cola Co has rolled out a limited edition pack design in Australia, to show support for the country's postal survey on marriage equality. 

The cans mark the first time in 131 years that the Spencerian script font has been used for something other than the Coca-Cola logo

The cans mark the first time in 131 years that the Spencerian script font has been used for something other than the Coca-Cola logo

The soft drinks firm said late last week that the cans feature the word 'love' along with two hearts - one filled with a rainbow. It is the first time in 131 years that the firm has used its Spencerian script font for something other than its logo. 

"With only one of the two hearts a rainbow, the can may tell a story of LGBT Pride, but can also speak to any other tale of love," Coca-Cola said.

The company said the concept was an in-house collaboration between Coca-Cola Australia and the Atlanta-based global design, brand and legal team. The cans took 11 days from inception to shelf. 

"These cans are a great example of what we can do with speed in two different markets," James Sommerville, Coca-Cola VP of global design said. "This way of working represents a new era and new, iterative design methodology for the organisation, yet on our most prestigious pack."

This is not the first time Australia has initiated new Coke designs. The Share-A-Coke activation has swept around Coca-Cola's global markets after first launching in Australia in 2011.

Results from Australia's marriage equality survey, which will not change law but may lead to a vote in parliament, are expected on 15 November. 

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