Switzerland goes to the polls on February 9 in a national referendum that could criminalize homophobia–and Coca-Cola has made the bold move of supporting calls to make the anti-gay hate speech illegal.

If the country approves the move, it will criminalize homophobia to the same extent as other forms of discrimination based on race, gender and religion.

The Coca-Cola Company in Switzerland has publicly shared support for the initiative.  

Early indications are that the referendum has the majority support of Swiss voters, says The Local.

But the campaign hasn’t been without controversy.

The youth wing of the Swiss Peoples Party (SVP), the national-conservative, right-wing populist party, has called for a boycott of Coca-Cola in response to their support...

The campaign, features as its central image as five Coca-Cola bottles shaped out with words in five European languages that say:

"Coca-Cola is enjoyed by many in Switzerland. Regardless of age, gender, skin colour, relation or sexual orientation. The vast majority in a small country like Switzerland requires understanding and solidarity from everyone.

"We also want to do out bit by bringing people together. Thats why we take a stand for a colourful and non-discriminatory society. For a Switzerland where people stand #together."