Soda fountains are perceived as ‘old fashioned’ in popular culture. They’ve lost their cool factor. Still there is a great come back globally at cinema malls and restaurants growing a lot (+800MM in 2023) especially due to Gen Z.

So, the ambition with this campaign is to harness the iconic heritage of soda fountains and reframe them into a cool experience by celebrating the unexpected and wonderful ways people consume the product. And to bring the feeling of Real Magic turning the distinctive flavor of fountain sodas into a special, one of its kind, a special treat you want for yourself.

The behavior and objects showed in the film are based on real refills moments. We see through a CCTV camera a young woman wearing a tote bag approaching the refill machine. She’s a bit nervous, and when nobody’s watching she takes a Tupperware container out of her bag and starts to fill it with Coca-Cola Zero. Suddenly, a worker opens the door behind her, and she tries to cover the scene with her body. When she leaves the machine happily to have achieved the mission, she looks up, discovers the camera, and makes a challenging look.

The campaign has been on air in Europe since April 8th in iconic locations such as Madrid City Lights, known as the Spanish Piccadilly, which runs through Gran Vía and Callao. On the other hand, it has also been launched digitally in countries like Estonia, Latvia, and Lithuania.

At the time of presenting this, the campaign has just been launched, so we don't have any results yet.