At a time when the world is facing enormous adversity, the pandemic forces people to relate that online. The economic crisis makes people insecure and decreases their purchasing power, and the lockdown removes the consumers from bars and restaurants. In Latin America and specially Brazil, where governments didn't deal the best way with the pandemic crisis, all of this is more intense. Reflected in social networks and at our numbers: single serve sales were dropping. Faced with this though scenario , Coca- Cola felt compelled to do something.

In these difficult times, the most optimistic brand decided to encourage people to share positive vibes through Coca Cola cans and PETS. This time, instead of putting messages and images in our product, we came up with a new way of expression printing 26 letters and 4 symbols on Coca-Cola single serve packages, allowing people to say whatever is on their minds using the product. That way,we transformed the consumers into our creators.

Alongside an influencers squad, we invited consumers from more than 40 countries to co-create with us on all different social networks.

Suddenly, cans were everywhere. An idea that comes from a simple and intuitive interaction that became a wave of contents and interactions on social networks generated by the people.

The idea took over on posts in all social networks, supermarket shelves, fast food deliveries and much more. It also became a powerful tool for small businesses.

Faced with people expressing themselves so negatively on social networks, our strategy was to encourage teens and Young adults (16-24) to start a movement of optimism, positivity, and self-expression through our alphabet packs, inspiring people to share whatever they want. For that, we mapped the main behaviors and passion points of this target.

After mapping, we started a strategy to dominate these passion points, produced content to show the potential of the idea, sponsored the main reality shows in the region, and used a squad of influencers to inspire the target to express themselves and share why they are “Open for Better” through our packaging, creating a wave of engagement with the product. In the end, our expectation was that it would become a sales boost, making our market chain get moving, because to form a word or a phrase people would need to buy more Coca-Cola.

To execute the idea we launched a mobile film in several formats, presenting the concept, showing the potential of the alphabet and encouraging people to enjoy the novelty. OOH in major Latan cities and influencers helped to spread our movement. All of our visual and audio visual assets were developed to look like social media content, not advertising.

From that moment, we started to understand the simplicity of the idea and the creativity of the people who promoted their business, left messages on the supermarkets and created so many other experiences and messages.

After that, our strategy was to keep the engagement increasing, using our influencers to launch weekly challenges, which encouraged the target to always innovate and form new words with the packages.

Results showed how appropriate the idea was for the moment, breaking records of engagement and raising sales of Coca-Cola Single Serves pre-pandemic levels in several countries.

8MM interactions

1.8 Billion impacts

Brand’s most engaging campaign ever in the region

+ 29.9% in sales volume across 40 countries (a category in decline even before Covid)

+ 44% in sales volume on selected markets

Back to pre-pandemic levels of sales

• One of the biggest YouTube channels in Brazil made fun of us

• We broke the ratings record of the biggest TV show in Latin America

• Had one marriage proposal through our cans. And she said yes.

• Local businesses used our cans as a tool to promote themselves.

• Cans and PETS were used as educational material.

• People protested against governments.

• The packaging and Coke turned into a pop theme.

• Packaging turned into birthday party items