Coca-Cola Fan Feat

Coca-Cola, the soft drinks brand, increased sales and emotional engagement in Brazil by getting music fans to pick three artists to collaborate on a new song.

Campaign details

Advertiser: Coca-ColaBrand: Coca-ColaAgency: Wunderman Thompson Sao PauloCountry: Brazil

Objectives

A. Commercial Objectives: Sales recovery – rescue a declining category

The carbonated drinks segments is in trouble in Brazil. The new wellness zeitgeist sent the consumers' relation with it in a downward spiral and fierce indirect competition in the form of juice, water, tea and coffee threatens the financial success of the segment, not only delivering healthier solutions, but also cheaper ones – a huge factor for a market who is slowly recovering from a massive national economic crisis. For The...

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