Coca-Cola: Alphabet – A New Language for Optimism

Guilherme Padua, Vitor Amos, Mariana Aguilar

Coca-Cola, the soft drink brand, improved sales after it was negatively impacted by the pandemic in Brazil.

Campaign details

Brand: Coca-ColaBrand owner: The Coca-Cola CompanyEntrant company: Wunderman Thompson - BrazilIdea creation: LEMA+ São PauloMarket: Latin AmericaSector: Soft drinksMedia channels: Cinema, Online video, Outdoor, Out-of-home, Websites & microsites, Word of mouth, Influencers, KOLs, Social mediaBudget: 1 - 3 million

Executive summary

Coca-Cola is a brand that stands for optimism.

But as Covid-19 emerged, a cloud of pessimism took over the world. Much of normal life was put on hold, out-of-home consumption fell due to HORECAs closures and our sales of cans and...

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