Coca-Cola 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.

National Soccer Team for the Blind raise a toast with Coca-Cola.
Members of the National Soccer Team for the Blind raise a toast with limited edition Share a Coke bottles in braille.

“To 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.”

A video created to mark the moment was watched more than 1.5 million times and gained very positive feedback from media and consumers.

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.