Coca-Cola wanted to promote a movement in which the public used cans and bottles as a way to express themselves through social networks.
Alphabet - Open for Better
Put together two powerful icons: cans of Coca-Cola and letters of the alphabet.
Coca-Cola brings the letters of the alphabet in their cans and PET bottles for consumers can desenvolve their creativity and write words and phrases to share with the world. Transforming the product into a content creation platform.
The campaign started on social networks and has evolved through other media, including billboards, ads on Youtube and TV. Along with all of this we managed to be part of pop culture within social networks.
Impacts (THE BRAND'S MOST - engaging campaign ever in the region)
In sales volume selected markets (back to pre pandemic levels of sales)