In 2009, Coca-Cola Light was taken out the Brazilian market. Five years after Coca-Cola Light’s departure, 99% of Brazilian consumers still had brand in their minds. It was about time for this love to come back.

We choose 150 influencers and real Coca-Cola Light lovers to receive the news. A handmade vintage style travel suitcase was delivered to each one, bringing Coca-Cola Light back into their lives. We sent one can with their name written on it, and proposed a ritual for the other cans of the kit: to write the name of special friends and loved ones and send the cans to them as a sign of love. That started a chain, turning Coca-Cola Light in a love statement.

Results:

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

We selected 150 influencers and real Coca-Cola Light lovers. Everything in this kit was designed to engage, excite and encourage influencers to share and spread the return of Coca-Cola Light. A handmade vintage style travel suitcase was delivered to each one, bringing Coca-Cola Light back into their lives. We sent one can with their name written on it, and proposed a ritual for the other cans of the kit: to write the name of special friends and loved ones and send the cans to them as a sign of love. That started a chain, turning Coca-Cola Light into a love statement.

Celebrities posted photos of their kits on social networks, reaching over 1.7 million people and generating 30K "likes" in the first day alone. The campaign received over U$ 500K in earned media and sales increased more than 5%.