Cannes Lions

GLADIATOR ENERGY DRINK

DDB MEXICO, Mexico City / COCA-COLA / 2012

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Overview

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Credits

Overview

Description

Gladiator Abs.Alberto dreams of having perfect abs, one day at his office he comes across a singular co worker who has abs all over his body, his belly, his legs, his arms and even on his back! Alberto is set to beat him and starts working out his abs at any time and place, Gladiator, Coca Cola Company’s energy drink, will be his partner in this fight.

Execution

We created the CEO Detector, a machine able to scan by laser the facial features of people and to compare them to the 100 most important CEOs in the world. The result: the probability to be CEO by the way you look. People were able to find out if their journey to the top would be an easy one or if they were born to fight for it. If they had to fight, at least they had Gladiator Energy Drink. The machine was installed in universities and offices along the country.

Outcome

The campaign consolidated our market leadership reaching 45% of market share, an increase of 5 points vs the previous year.During December 2011 brand volume also grew by 36% compared to the previous year.Gladiator gained 3 points of share on distribution at the end of 2011.Gladiator increased product trial by 3.9% during the period of the campaign.

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