One can from the kit had their name written on it. For the other cans, we proposed a ritual: to write the name of a friend and send the can as sign of love, turning Coca-Cola Light into a love statement.

The influencers joined the ritual of declaring their love for someone or something through the can of Coca-Cola Light and shared it with friends, relatives, their loved ones, generating a big buzz on social networks and great anticipation even before the Coca-Cola Light arrived at the point-of-sale.

The influencers posted about the kit and Coca-Cola Light’s return online. The results were achieved without an ATL campaign.

More than 100K on line interactions. Over US$ 750k in earned media. 100K new fans on the internet.

All this project cost only $ 64k, including creation and production and the results were: more than 100K online interactions, over US$ 750k in earned media and 100K new fans on the internet.