Ciel and actress Karla Souza took to the big screen to support the bottled water brand’s “Connecta Mente y Cuerpo” ("Connect Your Mind and Body") campaign, which takes a lighthearted look at the link between hydration and a sharp mind.
On March 22, Ciel launched a trailer for an epic action film titled “An Evil Thirst” in theaters across Mexico and a website, EvilThirstMovie.com.mx. Online advertising and Ciel’s social media channels teased an April 7 release date for the film, as did Souza’s Twitter feed and slickly produced cinema posters.
But “An Evil Thirst” was never a real film.
A keen eye would have noticed that the language on the decoy trailer – produced by San Francisco-based creative agency Pereira & O’Dell and The Lift – and posters eluded to the fact that the movie was a hoax.
On April 7, a short behind-the-scenes spot debuted online and onscreen showing the faux film’s director brief Souza (best known for her role on the ABC drama “How to Get Away With Murder”) before shooting the movie’s most expensive scene. The star only had one short line, but when the cameras roll and her big moment comes, she can’t remember her line because her mind is dehydrated.
"Karla reinforces the key message of Ciel by using humor,” says Alejandro Melcón, marketing manager, Coca-Cola Mexico. “We all need to hydrate and have a balance between what our body and mind needs to achieve."
Ciel is a major bottled water brand from The Coca-Cola Company sold in Mexico, Morocco and Angola.