Share a Coke - Alphabet
Coca-Cola
Issue 59 | June 2021
Agency
Wunderman Thompson Brazil
Creative Team
Global Chief Creative Officer Bas Korsten Chief Creative Officer, Brazil Keka Morelle Creative Direction Murilo Melo, Gabriel Sotero Copywriters Yannis Theodori, Kiko Borger Art Direction Hugo Luquetti, João Mendes, Arthur Borges
Production Team
Head of Production Maisa Delgado
Other Credits
Account Director Stefano Paduan Account/Projects Ricardo Montezuma, Mariana Guma, Fabiana Santana, Andressa Moro, Eduarda Esteter Chief Strategy Officer Stella Pirani Planning Gisele Bambace, Guilherme Pádua Content Laura Almeida, Julia Gama Head of Media Stella Lopes Client Marketing Poliana Sousa, Bruno Blaschek, Maria Daniela Cordova, Yugo Motta, Mariana Manso
Date
January 2021
Background
With the pandemic, the world went through one of the most complex moments in history. Lockdown and uncertainty of the future made people worried, which affected Coca-Cola sales, especially for single serve consumption directly related to bars and restaurants.
Coca-Cola has always invited people to have a more positive and optimistic outlook. In 2021 the brand wanted people to worry less, smile more and be open to better.
Idea
After the ‘Share a Coke’ campaign when people’s names were printed on the cans, the idea was to put the packaging to work once again and encourage people to express themselves. The Coca-Cola alphabet placed letters on the cans so that young Brazilians could share positive feelings with the world and help lighten the mood of the times.
Influencers and digital content launched the idea and showed how single-serve bottles and cans could be turned into messages to share.
It allowed people to express their feelings and open up positively to each other.
Results
1.8 billion media impressions with eight million interactions.
Single serve sales returned to prepandemic levels.
There have been well over 5 million interactions with the brand. And counting, since the campaign is not over yet.
Our Thoughts
People tend to think of branded content as a video of some sort rather than a can or two. But this idea inserted Coke into popular culture more effectively than almost any piece of film ever could. Football fans arranged the cans on store shelves to spell out rude messages about rival teams, citizens created anti-government messages while, probably more the intention, there were proposals of marriages and announcements of pregnancies and new arrivals all written in Coke.
Directory has always been enthusiastic about packaging. It’s not just a free media channel, it is also where the brand can get close to its customers both metaphorically and physically.