In Brazil, Branded Entertainment is still moving in baby steps.

With Brazilian TV having the media penetration that it has, almost 98% of the population, few brands spend time and budget on other alternative medias than the traditional TVC.

In the case of cinema, the situation even less evolved. In a space that offers a diversity of interacting opportunities with a target that is completely concentrated, the general media restricts itself with standard pre-trailer ads and sampling activities.

Given this scenario, the partnership with Dolby is innovative for two main reasons:

_It’s the first time that Dolby modifies its traditional vignette to pair up with a brand.

_it is a positioning of branded content in cinema’s prime time: that moment when the theatre is crowded, anxiety before the film begins with attention totally focused on the screen.

This year, Coke celebrated 100 years of the iconic contour. And Coke in Brazil wanted to also celebrate another iconic part of Coke. Its intrinsics sounds. They brief was to use these sounds to get people “Coke thirsty.” And they wanted to find a way to do this in cinema.

So who better than the experts in sound in cinema? Dolby.

We approached Dolby with the idea of creating a new trailer, only this time, the sounds would be based on Coke.

The next steps would involve capturing all the spatial sound dimensions of a Coke bottle, inside of Dolby’s studios, utilizing the very latest in Dolby Sound technologies.

This would be blended together with the visuals, created to replicate the journey of liquid, from Coke to glass.

Finally, we put it all together, creating the newest trailer from Dolby. Only this time, the subject of the sounds would be Coke. This same trailer would be sent out to all cinema across Brazil alongside the feature attraction.

Coke wanted to refresh their presence in cinemas, a place where Brazilian youths spend lots of their leisure time.

The problem? Most people ignore the ads exhibited before the movie, others plan to arrive after the ads and sometimes even after the trailers.

Usually, people know the main attraction is coming with the Dolby Sound trailers, which come right before the film.

This is when people turn off mobiles, quiet down, and that’s even when the theatres turn down the lights.

This is where we wanted to be, in a seamless non-intrusive way. Resulting in this historical partnership with Dolby.

The trailer has been well received and is already being rolled out to all cinemas in Brazil. In addition it is currently in the process of being delivered to cinemas all across Latin America.

A typical visit to the movies in Brazil involves ads, movie trailers, and then the feature film. And right before the feature film is a Dolby Sound trailer.

The Dolby trailer is meant to not only test the sound capabilities of the theatre, but also to showcase the latest in Dolby sound technology.

This year, Coke embarked on a historical partnership with Dolby, creating the sound trailer which would be showcasing the intrinsic sounds of Coke.

This would be no different than any other Dolby sound trailer only the subject of the “sound test” would be the iconic sounds of Coke.

And this trailer would be sent out to all the theatres around Brazil to run right before the start of the film.

In short, the same Dolby sound trailer that audiences have come to love, only this time, recreating the famous sounds of Coke.