Coca-Cola gives beach revellers in Rio a refreshing experience

To promote Coca Cola’s new packaging which launched earlier this year in Brazil, Posterscope and DAVID agency created an icy show-shopper.
A giant ice block (2 metres deep and weighing 8 tons) with 500 cans of Coca-Cola embedded into it was placed on Ipanema beach.  As the ice melted beach goers were rewarded with a can.
According to Patricia Pieranti, communication manager “Coca-Cola has always been part of the summer and our goal is providing a refreshing experience, in addition to presenting the new taste of Coca-Cola zero sugar to consumers. ”
The action reinforces the launch of the new packaging launched earlier this year in Brazil, part of the original Coca-Cola, Coca-Cola zero sugar and Coca-Cola with Stevia and 50% less sugars in the positioning of the iconic brand Coca-Cola. Thus, the portfolio no longer has three independent brands and is replaced only a great brand “Coca-Cola” with different versions.
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