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Creative

Coca-Cola Gives Brazilians Exclusive Mobile Content for Gás de Verão Campaign

Devised with Wunderman Thompson Brazil, six novelties will launch across 10 days via QR codes on selected containers

Coca-Cola Gives Brazilians Exclusive Mobile Content for Gás de Verão Campaign

In 2019, Coca-Cola added gas to the daily life of young Brazilians. The brand is now entering the hottest season of the year with a new ‘Gás de Verão’ (GV). As of Tuesday, Jan 21st, the public will have access to more than 30 different and exclusive contents of great Brazilian stars from the music and games scene, such as KondZilla, Pabllo Vittar, Jerry Smith, Tainá Costa, FitDance, in addition to paiN Gaming and Final Level. Signed by Wunderman Thompson Brazil, the campaign runs until March 21st, always with six new contents unlocked every 10 days. In all, six unlockings will be available.

  • January 21st -31st: Music, Kondzilla - Launch of new songs and clips from six different artists 
  • January 31st - February 10th: Games, Final Level - Exclusive content from a historic FIFA match with MuuH Pro and Wendell Lira
  • February 10th - 20th: Music, FitDance - Launch of three new choreographies of new Fit Dance talents
  • February 20th - March 2nd: Music, Pabllo Vittar and Jerry Smith - Exclusive partnership of artists: Pocket show, music clip, behind the scenes, etc.
  • March 2nd - 11th: Games, paiN Gaming - Exclusive content with 'paiN Responde'
  • March 11th - 20th: Music: FitDance - Launch of 6 videos in a new speed challenge format

Campaign mechanics

Each can unlocks the amount of time corresponding to the amount of milliliters in each container. To gain access, for example, to 350 seconds of content available - 350 GVs -- simply scan the QR code of a 350ml can and register here. Versions in 200, 220, 250, 290, 310 and 350ml are available.

“Last year, the campaign added gas to every moment. Now, version 2.0 is going to take by storm the life of young Brazilians, empowering them through exclusive content in games and music, to show in practice what they do with all that gas,” explains Poliana Sousa, vice president of marketing at Coca-Cola.

KondZilla and six new hits for the summer, in addition to a new feat by Pabllo Vittar and Jerry Smith.

In partnership with the multifaceted KondZilla, the campaign launches, in the very first unlocking, new hits by six artists of the Brazilian funk scene: Matheuzinho (‘Deixa eu surfar’), DJ Sabrina Moraes and MC Brankim (‘Tá sensacional’), DJ Pernambuco feat MC M10 (‘Chegou o verão’), MC Lynne (‘Tô no gás’), Tainá Costa & Thiaguinho MT (‘Hino dos solteiros’) and NGKS (‘Bumbum Mexe’). In the fourth unlocking, the campaign features a feat between Pabllo Vittar and Jerry Smith with the song ‘Clima Quente.’ There will be six contents of the duo: pocket show, music clip, song, behind the scenes, making of, and photos. At the end of the campaign, the songs will be available on apps and music platforms.

Team of top influencers 

For the brand's social media, GKay, Lellê, Lucas Rangel, Maísa and Thaynara OG form an awesome team of GV influencers, expanding the reach of the content and establishing connection and dialog with consumers and followers. 

"Transforming the number of milliliters of the containers into units of content to entertain people is a way of keeping Coca-Cola at the center of pop culture," says Keka Morelle, chief creative officer (CCO) at Wunderman Thompson Brazil.

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CLIENT: COCA-COLA

PRODUCT: Coca-Cola

CAMPAIGN: Gás de Verão

AGENCY: Wunderman Thompson Brazil

CCO: Keka Morelle

CREATIVE DIRECTORS: Gustavo Lacerda, Cassio Moron, Rodrigo Da Matta and Nicolas Romanó

ART DIRECTION: Vinícius Pegoraro and Hugo Luquetti

COPYWRITING: Luiz Alexandre Musa, João Gandara and Yannis Theodori

HEAD OF CLIENTS SERVICE: Felipe Giacon

ACCOUNT MANAGEMENT: Marcos Richter, Stefano Paduan, Mariana Guma, Fabiana Santana, Andressa Moro, Eduarda Esteter

MEDIA: Stella Lopes, Vanessa Pupato, Aline Castro, Larissa Isabelle, Lindsey Novaes

PLANNING: Gisele Bambace, Raquel Miranda, Guilherme Padua, Julia Tetsuya and Renan Damascena

CONTENT: Nabil Corone, Monikhe Menezes and Larissa Araujo.

Category: Carbonated Drinks , Soft Drinks