This exhibition sought to pay tribute to the historic colour of the brand, creating something out of the ordinary, innovative and surprising that could be experienced by the attendees during the open days. In it, for the first time they were able to define how this colour smells, tastes, feels, is seen and heard through a unique sensory experience. We created a path where five different stands were designed for each sense. For this we relied on the technical concept of sensory correspondences and the knowledge of the Experimental Psychology department of the Granada University and the support of the Professor Juan Lupiáñez, Doctor in Experimental Psychology. Who helped us carried an exhaustive analysis of the colour red and to relate it with feelings and sensations. Also, the expert served as one of the pillars of the PR plan to endow the experience of academic base and Coca-Cola with legitimacy.

Throughout the exhibition, attendees went through the experiences and vote for the option closest to the colour red.

For the sense of smell, 5 suspended boxes with a different essence each, were placed and attendees had to stand underneath them to experience each fragrance.

To define how is heard, an application was created based on scientific studies in which different tonalities were based on hertz, recurring sounds and depth of sound waves.

To experience the sense of touch five shelves were exposed, each designed with a hole containing a different materials.

Almost to the end of the path, several screens displayed images evoking different feelings.

In the case of the sense of taste, attendees were invited to go through a new room where the new image of the brand would be presented and then taste the only flavor that is related to red: the Coca-Cola flavor.

With a strategy based on the creation and personalization of contents, we have achieved, together with the brand, to exponentially increase the promotion and diffusion of the new image in the media, as well as in the digital environment. The importance of the message and the innovation of the experience has been key here.

23 media and 25 journalists attended the media presentation, including the three most important Spanish news agencies, EFE, Europa Press and Servimedia; financial and general outlets such as Cinco Días and La Razón, key digital media such as El Independiente, Business Insider, VozPopuli and Libertad Digital, national TV channel Telecinco, women magazine Cosmopolitan and Vogue Woman, as well as trade media specialized in marketing & advertising as well as food and beverages.

112 articles in media have been reported concerning the Full Red launch as well as the opening of the exhibition with relevant coverage.

The newswires have been echoed by several media such as the digital editions of El Economista or La Vanguardia, as well as the print editions of regional newspapers.

Key relevant online publications such as El Independiente, El Español or Bussines Insider, as well as the digital edition of Forbes.

Wide and positive coverage in trade media specialized food & beverage as well as marketing.

Wide online media coverage, including national and regional outlets, thanks to the video news released created with Europa Press TV.