In 2017, Australia was divided over support of same-sex marriage. Coca-Cola wanted to make a major statement to shows its support for same-sex marriage and its belief that all couples should be treated equally. So the brand broke one of the cardinal rules of branding and of its own institution—it replaced the iconic Coca-Cola logo on its own cans. The brand unveiled cans featuring the word "love", in the familiar Coca-Cola script. The cans presented a very simple, but powerful and clear message of support in the fight for equality.