Share a Coke, one of Coca-Cola's biggest campaign ever, had a clear objective: to share a Coke with everyone because Coca-Cola is for everyone. That's why the company produced and launched hundreds of individual bottles that were personalized with local names, surnames and nicknames on the product´s labels. In this context, our challenge was not to leave anyone out of the campaign. It was not about just printing more names on the products but to make everyone feel authentically included.

With the PR campaign we were able to not only impact to the blind community a particular Coke consumer that already consumed the product but that were left outside by most of the company's communication campaigns, but also reach all people building the brand image with a message of social inclusion.

The 15th of March, at the stretch of the Share A Coke Campaign, we produced and launched a Coke special edition and gave each player of the Argentinean Blind Football Team a Coke with their names and recorded their reactions. We shared the video of this special activation in both Cokes own and paid media supporting them with a strong PR strategy that helped us earn media and action until the campaign ended on 15th of April as planned.

For the first time ever, Coca-Cola not only drew his logo off the label replacing it with names but also it replaced the printing system with Braille making Share a Coke campaign even more inclusive that it was. The experience was shared and highly valued within both Social Media and Coca-Cola Company making many countries want to replicate it .

The blind community of Argentina managed to feel part of the campaign and thanked us through social media.