cans and bottles
With the aim of promoting a movement where the public can use cans and bottles as a way to express themselves through digital platforms, Coca-Cola brings the letters of the alphabet on its cans and PET bottles.
The idea reinforces the Abertos Pro Melhor movement and inspires people “to express their best feelings, thoughts, desires or whatever else comes to their mind that is positive”.
“Few brands in the world have a communication legacy like Coca-Cola. And this is the result of a constant search to be connected with the new generations through pop culture. This year, the brand innovates again and launches cans with the letters of the alphabet; an initiative that will reach more than 40 countries in Latin America and invites people to express themselves and share messages saying that they are open in 2021, a year that comes with so much hope and expectation”, explains Javier Meza, Vice President of Marketing at The Coca-Cola Company in Latin America.
Packaging
Created by Wunderman Thompson Brazil, the campaign is focused on Latin America and involves a series of digital content, with the presence and effective participation of brand influencers, activating and presenting the new packaging to the public. In addition, there will also be a film, produced and adapted for each region, OOH media, actions on social networks and other actions related to the campaign.
Source: https://www.embalagemmarca.com.br/2021/02/coca-cola-de-aaz-alfabeto-nas-embalagens/
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