Argentina wrapped up its Share a Coke
campaign with a first-of-its-kind promotion: Limited-edition bottles in braille
for the country’s National Soccer Team for the Blind.
In Argentina, the summer season kicked off Dec. 26, 2014 with that country’s local execution of the Share a Coke (Compartí una
Coca-Cola) campaign. The campaign included more than 500,000 personalized
bottles, and preliminary results show 7 percent sales growth of single-serve products over the prior year period.
wrap up the campaign, we surprised our consumers with an only-Coke-can-do
activation: the first personalized Coca-Cola
bottles with braille labels,” said
Stephan Czypionka, marketing director, Argentina, Uruguay & Paraguay.
“Stemming from the classic Argentine insight that Cokes are shared after
playing a soccer game, we leveraged our partnership with the Argentina Soccer
Association (AFA) to create a unique experience with the Murcielagos (the
Bats), our National Soccer Team for the Blind, so they too could share a Coke
among their team.”
video created to mark the moment was
watched more than 1.5 million times and gained very positive feedback from media
It was followed by another film showcasing the testimony and reaction of the players, along with a
promotion using the hashtag #CocaColaBraille.
In addition to this unique activation, the Argentina campaign included five TV spots, outdoor and print advertising, an innovative celebrity and social media plan, and amplification across
many different media.