Lacta, Greece’s leading chocolate producer, did something special and ‘provocative’ for the country’s conservative society: the special campaign for Valentine’s Day “Act for love – Embrace all Tastes of Love.
The campaign reflects social diversity, heterosexual and homosexual couples, people with disabilities.
“Love has no color, age, nationality and gender. It has no rules and terms. Love does not discriminate. Every couple in love feels different. What’s why love has not only one taste, but countless, all of them are worth to be embraced.”
Let’s bring down the stereotypes in Love.
The campaign is based on 28 real stories, an exhibition is scheduled in City Link downtown Athens. The exhibition will start on Valentine’s Day and last until February 23, 2019. Photographer is Chloe Kritharas Devienne.
The initiative went viral on Greek social media with many positive but also many negative, aggressive, racist and homophobic comments.
“These are negative for our children. We won’t buy Lacta, anymore!” somebody wrote on Lacta’s Facebook page, while another noted “Shame on you! ION [another famous choco brand] for ever. Long Live the traditional family.”
— ZeroTolerance 🇬🇷 (@zerot73) February 7, 2019
lacta did the right thing pic.twitter.com/gyE79UlRoN
— jo (@iwoosungyy) February 6, 2019
there's more! i'm amazed & incredibly touched. diversity isn't celebrated here & many issues as still seen as taboo so coming online & seeing this has made my heart so much happier & lighter. some comments aren't nice, but who cares? love will always be love #lacta #actforlove pic.twitter.com/fdaEprvnEj
— 𝐄𝐈𝐏𝐇𝐍𝐇 (@JH0SK) February 6, 2019
Some could not resist the temptation and posted the political version of Lacta’s Act For Love.
— αμεσoγιδοκρατία (@gidolaos) February 6, 2019
— ΑναρχιΚλόουν (@bananarchyson) February 7, 2019
“For those who don;t like Lacta’s campaign: Macedonia is Flat”
— CasablancasGR (@CasablancasGR) February 6, 2019
Lacta is a series of Greek chocolate products created in the 1960s by the Pavlidis confectioner, founded in 1841, in Athens, Greece. In 1991, Pavlidis company was sold to Kraft Foods Inc., which in turn was renamed Mondelez International.
And then this!
— Ivana Pavlovic (@ivanajpavlovic) February 7, 2019
Lacta bars remain among the best selling chocolate bars in Greece.