A branded entertainment animation TV series was created for TV1, the 3rd largest station and itself an underdog showing a group of tenacious underdog teens from a village coming together to take on the big boys from the city in a “together-we-can spirit” of defiance. It was a story of optimism and an uplifting can-do spirit. Coke was embedded through out the series, including sequences where Coke can is used for dribbling practice.

Sales of Coca-Cola increased on average by a quarter of a million cans daily! Volume was boosted by 25% in the period versus the same time last year WITHOUT any media budget. All media exposure was generated FREE and was worth two-thirds of Coca-Cola’s annual advertising budget in 2006.